Now: Pensions has announced its first ever television and advertising campaign.

The company, one the UK's largest auto-enrolment workplace pension providers, is teaming up with Stacey Solomon – a former contestant on television talent contest, The X Factor.

Stacey will feature in the lighthearted campaign, which has been designed to target small business owners, which will be on air from today (1 September 2016).

Now: Pensions says the advert aims to address the complex nature of auto enrolment by directing employers to them, for a "simpler workplace pension solution."

Solomon was chosen to be the face of the campaign due to her widespread appeal, no-nonsense attitude and the fact that she's a small business owner herself, Now: Pensions says.

Amy Mankelow, communications director at NOW: Pensions, said: "Stacey Solomon and auto enrolment are two phrases that you wouldn't necessarily expect to see together.

"But, when we thought about the campaign and the focus on making complex subjects simple and easy to understand, we could see she'd be a perfect fit.

"Stacey has done a great job at bringing some humour to a somewhat dry topic and we hope that small employers will sit up and take notice."

The advert will be broadcast via Sky AdSmart and programmatic radio including Spotify, CBS, Aol Radio, among other mainstream radio stations.

There was also be outdoor and online advertisements for the campaign, also featuring Stacey Solomon.

Now: Pensions aims to bring cost-efficiency and simplicity the the pensions industry with a modern approach based on transparency and low costs.

First published 02.09.2016

Lindsay.sharman@wilmingtonplc.com