Butter Insurance challenges conventional advertising with mini-TV series to tease upcoming offering launch

April 17, 2024 9:44

Challenger brand Butter Insurance has teased the launch of its latest offering via a mini-TV show on social media, amassing over 25 million organic views in the lead to launch day.

The insurance company teased the upcoming announcement – a simple and customisable travel insurance product for young people – via a 13-episode season in the style of beloved TV comedy series ‘The Office’, with its marketing lead and the company’s founder as the main characters.

@joshfrommarketing She’ll come around… #thesims #clubpenguin #zoom #theoffice #marketing ♬ original sound – Josh from marketing

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.