Creative Insurance

The Creative Risk & Insurance Prompt Pack helps you see how the creative use of insurance can be a campaign opportunity. Whether you're launching a product, targeting fandoms, or reframing value, this guide shows how brands can earn attention by backing their promises with protective thinking.

What’s Inside

• 6 insurance campaign categories, from lifestyle mishap cover to digital-world risk protection
• Examples from Heinz, Snickers, Corona, Renault, Samsung, Budweiser, KFC and more
• ChatGPT prompts to help you build coverage-led ideas in any category
• A cheat sheet to dramatise risk, reward belief, or inject humour into brand promises

Sneak Peek: Protect the Mess, Not the Person

Brief: Make ketchup spills into a brand moment.

Execution: Heinz created a light-hearted “Ketchup Insurance” campaign covering 57 of the most common ketchup disasters. From ruined carpets to stained shirts, fans could submit claims and get rewarded—with more ketchup. A mess turned into a flex. Other brands leaned into playful cover too:

• Bonds offered new parents a tongue-in-cheek poo-licy with compensation in babywear.
• Snickers paid out chocolate bars for hunger-induced errors.
• KFC protected fingers during Canada’s “Moving Day”—with a hotline and prizes.

Each one used insurance to show empathy, back a promise, or simply have fun with a problem.