SumUp pays tribute to ‘local heroes’ with new merchant-focused campaign


Fintech SumUp has launched its latest UK campaign, with a merchant-centric push that champions the businesses, entrepreneurs and SMEs that power the country, dubbed ‘Local Heroes’.

At the center of the campaign focus of the campaign are a trio of SumUp merchants from West London and its aim is to use a strong sense of community to showcase small business owners as the true heroes of their local area.

Anna Druckrey, Head of Marketing Creatives at SumUp, commented on the campaign: “The campaign is a result of our rebranding process that we have gone through over the last year. Our goal is to open up our brand and make it more accessible. That’s why we’re focusing on engaging with our customers, the SumUp merchants, to make the perception more emotional and direct.

“We are deliberately choosing this bold and very individual approach, instead of focusing on our products, we put the merchants directly at the centre of the campaign, creating an enhanced brand experience. Business owners get direct access to our marketing channels, gaining far greater reach and visibility. In this way, we turn our merchants into brand ambassadors while supporting their business.”

It comes following the pandemic, which had a massive impact on SMEs and continued issues such as inflation and rising energy costs are cause for further concern. 

The print and digital campaign comprises a total of 43 placements in London and was developed and implemented by the creative team led by Druckrey. With the brand campaign, the company is testing a hyper-local approach that stands out from globally constructed and implemented campaigns.