HCF launches ‘Profit Hungry’ brand positioning featuring various wealthy characters

Health care insurer HCF has launched a new campaign which features different characters explaining how the brand puts its customers before its profits.

Titled ‘Profit Hungry’, the campaign is the first created by BWM Dentsu after HCF moved its creative account from incumbent agency The Monkeys.

A spokesperson from HCF said: “HCF works with a large number of agency partners who specialise in particular marketing disciplines including creative, strategy, media, PR, digital, experiential, partnerships and more. From time to time we review our agency roster to ensure that we have the right agencies for our evolving needs.

“As we continue our brand transformation, we recently reviewed our creative requirements and have decided to partner with BWM. There are no other changes to our partner agencies.”

The 30 second commercial features various wealthy characters explaining how HCF uses its profits to help its members.

The tagline used at the conclusion of the ad is ‘your health shouldn’t be for profit’.

‘Profit Hungry’ is set to roll out across TV, outdoor, digital and radio.

The new campaign is the first piece of advertising for the brand since May last year, moving away from the insurers ‘Health Comes First’ brand positioning.

Danny Saksida, chief officer of business growth, said in a statement: “The new creative marks an important step in the evolution of the brand since the relaunch almost two years ago.

“Having consolidated our brand position as the health fund that puts your health first, it is time to make our not-for-profit status meaningful to consumers.

“The ‘Profit Hungry’ campaign demonstrates how we use our profits to benefit our members. We are a unique major player in the health fund landscape. Being not-for-profit means that we don’t answer to shareholders, we answer to our members and they are our focus. We believe that your health should not be for profit.”


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