AIA Award Winner: Best B2C Campaign
The Problem
Humfree launched with no retail footprint and no existing awareness. The campaign had to do multiple jobs at once: introduce the brand, build trust, explain the proposition and generate leads into the call centre.
At the same time, the communications needed to avid the cliches dominating mobility advertising. The category had become predictable and emotionally flat. Patronising stereotypes and sentimental storytelling failed to reflect how modern older audiences actually saw themselves.
The Idea
We launched Humfree with a TV campaign built to gate-crash the category. The film debuted during Coronation Street, using one of the sector’s most familiar media spaces to do the opposite of what audiences expected from mobility advertising.
Three characters carried the story: real people full of life, plans and personality. Copy lines doubled as character insights and product proof points: "Bucket list ticked", "I pack in all I can", "Still got that drive". The casting was authentic, the pacing energetic, the tone warm and witty rather than worthy or medicalised. Supporting DRTV, social and digital extended the same world, featuring lifestyle-led photography.
The Outcome
The campaign delivered immediate commercial impact. The first burst generated more than 2,000 leads into the call centre, with demand strong enough to require additional sales support to handle inbound enquiries.
The campaign positioned Humfree as a contemporary lifestyle brand with a distinctive voice, generating strong audience engagement and an immediate competitive response.
AIA Awards Winner 2026
We were thrilled to win the award for Best B2C Campaign, up against some big name brands in a hotly contested category. We knew we had won our customers’ hearts and minds, and it was amazing to be recognised by the judges too.
Humfree TV brand advert
Humfree DRTV advert
It brought a real challenger mindset… It felt like something that was really set to transform the way that people saw the category, and we really loved that.
- Aditi Hilgers, Taste Elevation and Masterbrand Director at The Kraft Heinz Company