Five years after CGU last hit the airwaves with its advertising jingle, it’s back with a quirky take on the importance of insurance for small and medium businesses (SMEs).

Brand Strategy and Advertising Senior Manager Alan Keyse told insuranceNEWS.com.au the insurer wants to create aided and unaided awareness of the CGU brand to help brokers sell its products as it heads into the June renewals period.

“We are not looking to get into any new markets through this ad campaign,” he said. “Our target market is the SMEs. When our intermediaries suggest a CGU product, hopefully the customer will be predisposed to buying it because they have heard of us.”

The radio and TV ads will run until the end of June, with key sporting programs targeted.