From safety authority to loyal companion.

A trusted name, suddenly out in the cold.

With the Government's Gas Safe register taking over engineers' gas safety accreditation, Corgi's role as the official body was gone. The brand needed a new reason to exist in the public eye, this time as a boiler insurance and maintenance supplier.

It was shaping up to be a proper David-and-Goliath challenge. British Gas and HomeServe were the major players in that space. And Corgi had fallen into the trap of rates-based advertising, with no big brand idea behind it. It was competing on price in a market where price alone was never going to win.

A purpose worth paying for.

Our strategic discovery process revealed a real point of difference the rates-led advertising had buried: huge brand equity as the former gas regulation body, and a clear gap in the market for a brand with genuine purpose — an authority on safety and efficiency.

So we agreed that Corgi should be reborn, focusing on exactly that. The goal was to create something memorable that could tap into the legacy and become synonymous with safety and reliability. Enter Corgi, your trusted and loyal companion, keeping your house gas-safe and warm at all times.

Ever-present and always on hand, Corgi led the way across TV, digital and direct channels, giving the brand a new voice and position that changed customer perception and increased perceived value.