It's in our nature

Severn Trent has kicked off its new partnership with M+C Saatchi Group UK with the launch of 'It’s in our nature' – set to drive reappraisal of the brand and inspire more positive behaviours around water use.

Built around Severn Trent’s purpose of caring for the people and places it serves, It’s in our nature is about showing more of the company’s goodness – highlighting its customer centricity, regional identity and the strategic proposition that “we do things different here.” The campaign marks a fresh chapter for Severn Trent, relaunching the brand into the public consciousness and encouraging people to think differently about their water company – with the ambition of showcasing investment into the Midlands, communities and customer support.

The campaign is designed to resonate with customers who are deeply rooted in their local areas, they value family, community and reliability, but have traditionally felt disengaged from the utilities sector. The work aims to reconnect them with Severn Trent by showing the human side of the company and the role it plays in everyday life across the Midlands.

At the centre of the campaign are two new duck characters, Sally and Martin, voiced by Ed Night & Emily Lloyd Saini who provide a light-hearted, observational take on how Severn Trent serves its communities. Directed by Jim Archer through Mindseye, four TV spots follow the duck characters as they observe how Severn Trent supports the region – from managing reservoirs and providing bill assistance to empowering customers to check their own water quality.