Left to right: NFU Mutual ESG Consultant Kay Henderson, NFU Mutual ESG Coordinator Charlotte Collins, Kingel Creative Director Kingsley Peters and Kingel Client Services Director Amy Thompson

Leading rural insurer NFU Mutual has partnered with brand specialists Kingel to deliver an engaging multi-channel creative campaign to promote its responsible business work and environmental, social and governance (ESG) strategy.

Having worked together for more than seven years, NFU Mutual briefed the Birmingham-based creative agency to create this year’s Responsible Business Report and an accompanying campaign featuring videos, digital assets and social assets to showcase the impact of its responsible business projects and initiatives.

Kingel Client Services Director Amy Thompson commented: “Having a longstanding relationship with NFU Mutual, we worked hard with their team to make the most of the opportunity to promote their responsible business work across all assets, making sure that this year’s campaign was the most comprehensive to date and the most visible.

“We wanted to make the campaign communicate their ESG targets and responsible business visions even more clearly than the previous year.”


Kingel worked in close partnership with NFU Mutual to produce a detailed interactive Responsible Business Report, filling it with engaging stories of real change.

The agency introduced an integrated campaign approach, bringing the stories to life with impactful videos and artwork for a wide range of channels.

The main film for the campaign featured NFU Mutual Group Chief Executive Nick Turner and key team members talking about the importance of doing business the right way.

ESG Consultant Kay Henderson from NFU Mutual commented: “The team at Kingel have delivered a highly impactful campaign for us that really resonates with our brand. They were fantastic at listening to what we wanted to achieve to deliver the perfect messaging, and they made sure that all assets were metric-focused and detail-driven.

“Every year since we began working with Kingel, they have evolved our campaign further, helping to move our Responsible Business campaign closer to the heart of NFU Mutual’s brand. We have been impressed with how successfully they have conveyed the human element of what we do.”

Over the years, Kingel have supported NFU Mutual on a number of other key campaigns. These include the Rural Crime campaign with the delivery of its annual Rural Crime Report and a suite of promotional assets, as well as the insurer’s Pre-AGM campaign, which helps NFU Mutual reach out to more than one million customers each year.

Working from the JointWorks in Birmingham’s Jewellery Quarter, Kingel specialise in helping brands make the complex compelling, working with B2B and B2C clients across the UK and abroad in a variety of sectors.

Through creative campaigns, brand development and digital content, the agency’s ideas help businesses connect with their audiences and bring brand strategies and marketing plans to life.