Plymouth Rock taps regional quirks to rebuild insurance trust

Plymouth Rock Assurance has launched Keep Calm and Rock On, a campaign that leans into the humour, unpredictability and shared experiences of life in the Northeast. The insurance provider positions relatability as a competitive advantage at a time when many customers feel disconnected from national carriers.

A recent J.D. Power study shows that only fifteen percent of policyholders report a high level of trust in their insurer, heightening the need for brands to communicate with humanity. The campaign reflects that insight by celebrating the quirks that define the region, from unpredictable weather to bold wildlife, reinforcing Plymouth Rock’s place as a company rooted in the communities it serves.

Campaign centres on regional humour and shared challenges

Two familiar sights anchor the storytelling: a tree announcing its own looming fall and a turkey preparing to attack its reflection in a car windshield. The scenes illustrate the everyday unpredictability Northeasterners know well, conveying the message that with Plymouth Rock, even the most unexpected moments can be handled with calm and confidence.

Developed by creative agency of record McKinney, the work is built around the idea that shared challenges bring Northeasterners together. The campaign launches on November three across TV, paid social, connected TV, online video, addressable television and out-of-home formats. Media planning was led by Attention Arc.

Jennifer Lindauer, director of brand marketing, Plymouth Rock Assurance: “The new Keep Calm and Rock On brand platform reflects our broader strategy to deliver what we call the Local Advantage. Rooted in the Northeast, Plymouth Rock knows the challenges and character of this region better than anyone. At a time when consumer trust in insurance is low and national carriers can feel distant, we’re building a brand that feels relevant and relatable—one that understands the realities and the charm of living in the Northeast and is ready to help people navigate it with confidence.”

Agency emphasises mix of toughness and warmth

Omid Amidi, co-chief creative officer, McKinney: “Northeasterners love to gripe about their region, but they also defend it like family. There’s beauty in that contradiction: we complain about the elements, but we’d never trade it. This platform channels that mix of toughness and heart into something funny and human, because no matter the disaster, Plymouth Rock helps you keep calm and roll with it.”

www.plymouthrock.com

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