Heritage Bank has always taken enormous pride in putting ‘People first’. So, when last year’s Royal Commission started to uncover shocking big bank practices, Heritage together with its agency BCM, knew there would be an opportunity to pounce with a well-timed marketing burst.

Fast track to February 2019 and the jury is in. The big banks in particular have been exposed for their questionable practices. Heritage Bank is onto it, rolling out the next phase of the ‘Cats first’ campaign. taking a swipe at the heavyweight ‘Big 4’ bank competition with their charismatic Heritage cat.

BCM managing director Paul Cornwell said, “We’ve been preparing this campaign for some months knowing the opportunity for a customer-focused bank like Heritage would be huge when the big banks hit the headlines for all the wrong reasons. It’s perfect timing to roll out the fat cat stage of our Heritage Cat campaign.”

The campaign encompasses a series of TV spots, alongside a variety of feline filled digital assets, and outdoor executions.