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NFU Mutual is launching a campaign to introduce its new brand identity. The work, which is the first by Grey London since winning the account last year, includes a new strapline and brand positioning: "It’s about time." Three TV spots and five press ads, as well as digital work through Possible, will launch on 24 February. A TV spot called "tea" depicts the making of a cup of tea in close detail as an NFU Mutual agent discusses a policy with a customer. The TV ads were created by Sam Haynes and Lee Trott. They were directed by Stuart Parr through Blink. Post-production was by The Mill, with audio post-production by GCRS.