HBF pitches creative and media accounts, worth $20-30m in media spend

HBF’s creative and media accounts are up for grabs in a pitch being run by Trinity P3.

Mumbrella understands the not-for-profit health insurer’s media spend sits between $20m and $30m annually, currently spread across an agency roster that includes Cummins & Partners, Leo Burnett, CHE Proximity, OMD, and Resolution.

HBF’s head of marketing, Louise Ardagh, confirmed the pitch, saying “it is a confidential process and we are well progressed down the path”. But the brand has “nothing further [to add] at this stage”.

The pitch coincides with a new campaign out of Leo Burnett Melbourne, featuring quokkas celebrating the insurer’s 0% premium increase this year and following on from the ‘Don’t settle for a quokka sh!#’ platform, which launched earlier this year.

The TVC is set to a version of Bonnie Tyler’s ‘Holding Out For a Hero’, reimagined to see the quokkas ‘hold out for a zero’ in the spot reminiscent of an 80s music video. The TV ad is supported by influencers display, and an extended 60s video featuring the lyrics of the song.

“We wanted to point out that, amongst health insurers, we really stand apart in the way we are supporting members during a challenging year,” HBF’s general manager, David Greig, said.

“While our main competitors have pushed ahead with increasing premiums or have postponed increases for just a select group of members, we have cancelled our 2020 premium increase for everyone. This is what it means to be an organisation that truly puts members first. As a challenger brand, we just couldn’t resist the opportunity to make this point in our own inimitable way.

“The minute we saw ‘Holding out for a Zero’, we knew this was the idea to take to market – big, bold and uplifting.”

The campaign is the fourth from Leo Burnett, which won the account last December after a competitive pitch when the Western Australian company expanded to the east coast. The agency handles the brand’s east coast activity, while Cummins & Partners’ remit is the west coast, Mumbrella understands.

“2020’s been a tough gig for all of us so it was nice to be able to help HBF take it to the category and deliver some good news for a change,” added the agency’s creative director, Michelle Walsh.

“The fact we got to do it with a bunch of singing quokkas was an absolute gift! We hope the spot gives Aussies as much light relief as the 0% increase itself.”


Client: HBF East Coast
General Manager: David Greig
Brand Lead: Maham Mahmood
Acquisition Lead: Jessica Albanese
Performance & Analytics Specialist: Sam Coughlan
Marketing Coordinator: Hollie DohertyAgency: Leo Burnett Melbourne
Chief Creative Officer: Jason Williams
Creative Director: Jim Walsh
Creative Director: Michelle Walsh
Director of Integrated Strategy: Ilona Janashvili
Group Account Director: Kate Silver
Project Lead: Amanda Nicoll
Account Manager: Tessa Symon
Senior Broadcast Producer: Eliza MaloneProduction: Mighty Nice
ECD Animation Director: Darren Price
Executive Producer: Tina Braham

Sound: Bang Bang
Engineer: Sam Hopgood Engineer
Music: Squeak E. Clean Studios

Media: OMD


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.