Shepherds Friendly has extended its first major brand campaign to include national billboards and radio advertising, following the success of its television debut earlier this year.

The Manchester-based mutual society is building on the “milestone moments” theme first introduced in January, when it aired its inaugural TV advert. The message focuses on the society’s role in supporting members through significant life events such as buying a first home, starting a family or embarking on a once-in-a-lifetime trip.

Working with TrunkBBI on the creative concept and CNS Media on distribution, Shepherds Friendly launched its first radio advertisement on Monday. The spot is airing on LBC, Heart 70s, Heart 80s, Heart Digital and Smooth Digital, and is also available via digital music platforms.

Billboards are being installed in cities including Greater Manchester, Leeds, Liverpool, Birmingham, Sheffield and Cardiff. The campaign’s first phase, which included a Sky AdSmart TV spot alongside digital advertising on Meta, YouTube and demand generation channels, delivered a 17% uplift in brand awareness in the South-East and a 362% rise in web traffic.

Zac Chetwynd, senior head of marketing at Shepherds Friendly, said: “This is the second phase of a campaign aimed at building on our ethos of always putting members first, and showing how we’re committed to helping members celebrate the milestone moments that our investment and insurance plans are designed to support.

We were encouraged by how well our theme resonated with audiences when we launched our TV ad earlier this year, and we expect this next phase to be just as well received.”

For intermediaries and independent financial advisers, the campaign is intended to strengthen the appeal of working with the mutual, which is increasing its consumer profile while expanding its adviser relationships.

Shepherds Friendly has recently signed partnership agreements with SimplyBiz and The Money Group.