K.M.Smith Funeral Directors is a successful company in this category with a 126-year heritage. The brief was to rejuvenate the brand and provide a new marketing platform from which to relaunch the brand. 

The positioning needed to embrace the diverse religious and cultural needs of the community. As a point of distinction, we positioned the brand as “most caring” in that “at K.M.Smith, we think of everything”.

The campaign utilises TV, local press and radio and a new website was also developed. The advertising idea was based around the fact that funerals today don’t mourn a loss as much as they celebrate a life.