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CGU Insurance celebrates small business owners in ‘See it through’ campaign

CGU Insurance is celebrating small business success in a campaign launched over the weekend which introduced the new positioning ‘see it through’.

Developed by Cummins&Partners, the campaign features small business owners bringing their stories to life in a campaign running across TV, print, radio, digital as well as CGU’s Collingwood Football Club sponsorship and social media.

The first small business owner featured is Max Cunningham who survived the January 2013 Dunalley bushfires.


Chris Jackson, national manager, CGU brand & corporate communications said: “We’ve been working with Cummins&Partners to develop a compelling translation of who we are and what we do as an organisation. Our new brand promise ‘See It Through’ brings to life the idea of giving people certainty; it also genuinely reflects our commitment to be there for our customers and partners when it matters most.

“When developing the campaign, we felt that the best way to communicate our commitment to customers and partners was to celebrate the success of a real customer, a small business owner who has overcome a loss event.”

Sean Cummins CEO of Cummins&Partners said: “Our role on brands is to create enduring platforms that change behaviour. We have a moving and affirming idea that comes out of the truth of the CGU brand which will last for years.”

The campaign runs through to June.

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