Severn Trent has appointed M+C Saatchi UK as its lead creative agency, kicking off the partnership with the launch of "It’s in our nature" – set to drive reappraisal of the brand and inspire more positive behaviours around water use.
The campaign development was supported by consultant Owen Johns at Ocean & Sky, marking the start of a strategic creative partnership designed to help Severn Trent further strengthen its regional connection and promote its unique approach to doing things differently.
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 and 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.
The films will roll out over the next year, supported by cutdowns across social, BVOD, radio and OOH. Media planning and buying is by Republic of Media.
Tamsin Morgan, head of communications, Severn Trent, said, “We chose to partner with M+C Saatchi for their strategic and creative excellence, and their world-class expertise in behaviour change - qualities that shine through in this campaign. It’s in our nature captures the pride, positivity and people that make Severn Trent so special. Sally and Martin will help us connect with our customers in a way that feels distinctly local, genuine and relatable, while reminding everyone just how much care goes into keeping the water flowing across the Midlands.”
Marcus Peffers, UK chair, M+C Saatchi, added, “What began as a campaign launch brief has evolved into a strategic platform that’s helping galvanise the organisation around a customer mindset. Severn Trent has always been driven by its people and the exceptional work they do every day, but through this new platform there’s now a creative vehicle that captures and celebrates that spirit. We’re proud to be part of this next chapter and look forward to seeing where Sally and Martin take the brand next.”
Guy Bradbury, creative partner, M+C Saatchi UK, concluded, “With this new campaign, we wanted to create something warm, witty and unmistakably local – characters who reflect the region’s humour and heart while offering a fresh perspective on Severn Trent’s role in people’s lives. The ducks give us a way to tell human stories that feel rooted in the culture of the Midlands, bringing a touch of charm and authenticity to a sector that rarely shows it. It’s in our nature shows how everyday actions can add up to something genuinely good - and how creativity can help build real cultural connection.”
Severn Trent provides water and waste service to nearly five million households in the heart of England. The company has regularly featured at the top of utility performance league tables: and are the only water company to be awarded a top environmental rating from the EA for the last six years.
