CGU has launched a TV advertising campaign featuring stories about the insurance experiences of small business clients.

The national drive began on Saturday and follows the company’s rebrand last month, with the tagline: “See it through.”

The advertisements, which will run until June, mimic reality TV.

The campaign opened with the story of an oyster farmer hit by Tasmania’s Dunalley bushfires, but who worked with CGU to stay on site and keep his business running.

CGU CEO Peter Harmer says the campaign sends a message that customers and brokers can “have confidence in us to be there for them when it matters, which means seeing it through with our customers during times of difficulty”.