The ads encourage consumers to begin spending on their credit cards again after the end of the recession, and carries the strapline: ‘The fight is over'.
The through-the-line activity, created by Citibank's incumbent global agency Publicis, launches on Monday (7 June). Development of the campaign has been overseen by Citi UK consumer group chief marketing officer, Patrick Muir.
The financial services brand, which was launched by Prudential in 1998, has vastly reduced its advertising budget over the past few years, spending only £200,000 in the UK last year, according to Nielsen.
Prior to its acquisition by Citibank, Egg routinely spent more than £40m per year on marketing. Its creative account was held by Mother, with below-the-line communications handled by Claydon Heeley and Agency.com.
Egg caused controversy in 2008, when it cancelled the accounts of more than 150,000 customers with only 35 days' notice.
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