HELENA, Mont. — In its first co-op ad blitz, the Montana Credit Union Network said this week it has launched its own version of "Bob Credit Union Guy" branding campaign on TV and radio stations across the state.
The Bob advocacy campaign, which uses a combination of humor and down home identification, was licensed from the Utah League of Credit Unions, which debuted its campaign in 2004, later offering the package to the New Jersey Credit Union League.
"Utah has a fabulous award winning campaign that is affordable in our media markets," said Beth Satre, Montana CU Network director of communications.
Recommended For You
The Bob campaign, which includes the 30-second radio and TV ads, began broadcasting last month and will wrap up the second week of May, said Satre. So far 70% of the state's 65 CUs have agreed to participate in voluntary contributions to pay for the campaign. The exact amount being raised was not disclosed.
"We're getting a very positive reaction," said Satre noting Montana CU executives got a chance to see the ads again at a booth at the Montana CU Network annual meeting held over the weekend in Missoula.
Paralelling Utah/N.J., "Montana's Credit Unions, The Difference: YOU" campaign features Bob talking to folks about the CU difference as they go about their daily routines as he stresses the benefits of belonging to a CU.
© 2025 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.
