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Branding

Kindred Credit Union Launches Integrated Advertising Campaign

Getting the word out about the one-of-a-kind choice for people who want to connect values and faith with finances.

Kitchener – Kitchener-based Kindred Credit Union, formerly Mennonite Savings and Credit Union, is getting the word out like never before about its unique offering. The credit union’s name change was approved at a special general meeting of members earlier this year. And now, through an integrated advertising campaign across Southwestern Ontario, the member-owned financial cooperative is inviting people across the province to join in the excitement and experience “banking with purpose.”

According to chief executive officer Brent Zorgdrager, Kindred meets a growing need in the marketplace for values-centred banking. “More and more people want to align all aspects of their lives with their beliefs –including their finances. We call it banking with purpose. Our new name allows us to be more expressly invitational, reach a broader audience, and grow our community impact.”

Kindred Credit Union staff is excited by the opportunity to invite more people across Ontario to join. They like that ‘Kindred’ evokes feelings of warmth, connection, home, and community; and sums up the values-centred, faith-inspired experience the credit union provides its members.

Kindred chose the agency Brand Grow Media to manage its integrated advertising campaign because their values align with the credit union’s cooperative operating model. Zorgdrager explains, “We’re not a traditional financial institution and they’re not a traditional media agency. They’re collaborative, responsive and flexible, and have access to the best talent in the industry. Ultimately, our goal for this campaign is to raise awareness and understanding that gets people thinking, ‘’Kindred Credit Union and banking with purpose, that’s a great idea. I want to be part of it!”

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