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  • ABF Hero

ABF The Soldiers' Charity

Client: PepsiCo

ABF The Soldiers' Charity has been the principal soldiers’ charity for 65 years, supporting not just serving soldiers, but ex-servicemen and women and their families. Recent conflicts have led to a 30% increase in requests for help, which meant the charity needed to step up awareness of its vital work and its fundraising efforts.

Despite its heritage, the charity was not well known outside its core Army constituency so our brief was to rebrand and reaffirm its position as the soldiers’ charity in the minds of the public, as well as existing supporters. They’d also set an ambitious target of increasing annual income from £7 million to £15 million a year by 2015.

We worked closely with the organisation, its supporters and recipients to secure its purpose of providing lifetime support and created a new identity, a more direct name – ABF The Soldiers’ Charity (replacing Army Benevolent Fund) - and the overall communication style. All have been rolled out through new and established channels – print, online and viral and the brand launched with national media coverage in February 2010. We also directed the photography style and image library development through a photoshoot with real soldiers and their families. We are continuing to provide help and guidance and providing ongoing brand guardianship.


Our work has helped them make record returns on annual income within 12 months of rebranding and driven an increase of 150% in website traffic.

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