Funeral brand Poppy’s launches first ad campaign by craig+bridget

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In its first ad campaign, London-based funeral company, Poppy’s, asks why we’re still stuck in the Victorian era when it comes to funerals.

Poppy’s first campaign

Poppy’s offers a fresh approach to funerals. Instead of following outdated practices Poppy’s tunes into individual client needs, offering choice and injecting meaning.

This, it said, sets it apart in a sector that is still rooted in austere Victorian traditions.

The punchy, thought-provoking campaign, created by craig+bridget, highlights that the normal approach to funerals is anything but normal in today’s world.

It features billboard posters stating, “It’s time to bury Victorian funerals” and “1861 called. They want their funeral traditions back.”

The outdoor campaign will run across sites in SW London close to the company’s HQ in Tooting from today (22 May) until January 2024.

Poppy’s was founded by Poppy Mardall, who is a vocal advocate for improving the funeral sector and evolving the way we deal with death as a society.

Poppy's-1861
The future of death: Poppy’s campaign aims to modernise funerals.

Mardall said: “We are really excited to launch this new campaign which sums up everything Poppy’s stands for – funerals need to move with the times, with much better care and support for the living and the dead.”

Craig+bridget, said: “Working with clients like Poppy’s is one of the reasons we started craig+bridget.

“They have a vision to change their sector by doing things better. It was a privilege to spend time with them and create this thought-provoking work.”

Craig+bridget is a creative strategy consultancy which was launched in 2021 by ad industry veterans Craig Mawdsley and Bridget Angear, who were previously Joint Chief Strategy Officers at Abbott Mead Vickers BBDO.

Specialising in brand strategy and solving strategic problems for brands, craig+bridget has worked with a range of clients including Nando’s, Guinness, Doritos, Lay’s, and the BBC