Budget Insurance Services has unveiled its new corporate identity in a TV advertising campaign.
The campaign, which involves a series of ads created by Sheffield-based agency Scope, features the brand's new identity and strap line - Smart People Budget.
It also provides the first outing for Budget's two new animated characters, Dave and Sue, which will be used across the brand's entire spread of on- and off-line marketing.
Budget said the marketing drive, which includes a website launch later this month and new internal and customer promotional literature, is part of its plans to grow its market share of the UK's car, motorcycle and household insurance sectors.
Budget has allotted £10m for the new marketing drive.
Marketing director Matthew Gledhill said: "Budget has ambitious plans to grow and position itself as a major player in the personal lines insurance sector.
"We brought Scope on board to help us over the first hurdle - the rebranding - and we're now working with them to enhance our communication with customers."
