UniSuper’s latest ad blitz prompts Aussies to reimagine retirement

UniSuper has premiered a new cross-media advertising campaign that pitches the super fund as an advice and educational expert ideally placed to support members’ retirement savings growth.

The light-hearted promotional campaign – imagined in a talk show format hosted by Monty Newton Welsh, grandson of the late TV icon Bert Newton – prompts everyday Australians to picture their ideal retirement and their plans to achieve it.

Accompanied by the tagline of ‘Know how to grow’, a nod to the super fund’s roots in the tertiary education sector, UniSuper marketing chief Leah Mackenzie said the new campaign is designed to position the super fund as an expert in retirement, ideally placed to support members with financial advice and education.

“As a fund that is open to all Australians since 2021, we have continued to build our brand awareness, and we are very excited to see how this new campaign resonates with the community,” she said.

The campaign was devised by Melbourne-based ad agency ATime&Place together with UniSuper’s internal creative team.

This is the first published work between UniSuper, among Australia’s biggest industry super funds, and newly launched independent ad agency, established by Deloitte Digital alumni Matt Lawson (the creative brains behind the Telstra’s ‘Too many rabbits’ ad) and Adrian Mills.

ATime&Place team were awarded the contract in late 2024 after a competitive process, UniSuper said.

The campaign will be featured on TV, online, outdoor, radio, PR, print, owned channels and affiliates.

UniSuper counts more than 650,000 members and manages more than $149 billion in member assets.