Norwich Union is launching a £7m TV, poster and press advertising campaign to promote its range of stakeholder pensions.
It is one of a handful of players advertising stakeholder and says the campaign shows its commitment to become a market leader.
Press ads, focusing on the need for employers to set up schemes before the government deadline of October 8 will run alongside the TV campaign.
Director of brand and communications Sally Shire says: “The characters featured in the ads represent a diverse mix in terms of age and occupation and represent the market that should be looking at their pension provisions now to ensure their financial security in the future. We are trying to encourage people to act now rather than later.”