Leading loyalty programme Nectar plans to rally the nation with the launch of an integrated marketing campaign.

The campaign goes live today, Tuesday 22 June, 2010 to coincide with the eve of the new Chancellor’s Emergency Budget.

Amid the projected gloomy budget announcements, the national campaign aims to reassure consumers that good times can still be had by being savvy and using Nectar points to help family finances stretch that bit further with a Nectar card.

Nectar’s campaign launches with print advertising that echoes the famous wartime poster ‘Keep Calm and Carry On’. Created by G2 UK, the press ads feature the tagline ‘Keep Calm and Carry One’ against a backdrop of the Nectar purple and featuring the Nectar card in place of the Sovereign Crown.

Following the first press ad in the Evening Standard it will appear within several national titles on the morning of 23 June (and repeated in the Evening Standard), alongside budget news and analysis.

The ‘Keep Calm and Carry One’ creative is being amplified by Clarion Communications using tactical experiential and PR activity, including the announcement that Nectar has given back £1.5 billion in rewards, ranging from money off grocery bills, to meals out, weekends away and flights.

To bring this to life comparisons are made to the World Cup where £1.5 billion would be able to fly one in three Londoners to South Africa to watch the World Cup, buy enough vuvuzelas for the entire populations of England, the USA, Algeria and Slovenia (and with some left over) or closer to home, the opportunity to be in the Premier League with the purchase of Manchester United Football Club.

James Frost, marketing director at Nectar, says: “Our ‘Keep Calm’ campaign has been launched to highlight how loyalty schemes like Nectar can give a little back to consumers in difficult times. We are here to advise the nation that if you’re savvy about where money is spent – it can really make a difference.”