The Blue Hen Returns: Highmark Health Launches New Member Acquisition Campaign

Campaign builds on Effie-winning Blue Hen saga
May 15, 2019

Delawareans’ favorite blue fowl is back in Highmark Blue Cross Blue Shield Delaware’s newest member acquisition campaign, created in partnership with Partners + Napier and its in-house health and wellness team.

With five new TV spots and a surrounding activation of digital, print, and OOH, the campaign builds on the smash debut of Highmark BCBS Delaware’s Blue Hen campaign in 2017, which won two Effie Awards and was nominated for the Grand Effie, representing the most effective campaign of the year in North America.

“The Blue Hen is more like a golden goose for our client, and we’re thrilled to bring him back for more fun,” said Mike Baron, Executive Creative Director at Partners + Napier. “We used deconstructed sets to highlight what sets Highmark apart from competitors, from gym benefits and no referrals to top-notch customer service. It’s a very irreverent, disarming approach to health insurance advertising.”

With the success of the campaign, Highmark Health was also recognized as the #1 Most Effective Brand in Healthcare & Pharmaceuticals in 2019 alongside industry giants such as Bayer, Pfizer, and Johnson & Johnson.

Watch more of the new Blue Hen spots here.