Johnson Insurance Announces Brand Relaunch

Monday, July 16, 2018
National insurer introduces its new brand ambassador Johnson the Dog

ST.JOHN’S, July 16, 2018 

Helping is in his nature.

Johnson the DogJohnson the Dog, a loyal, friendly, dependable and endearing pooch, is the new brand ambassador for Johnson Insurance.   Always putting the customer first, Johnson the Dog with his boundless nature and quick wit, breaks through the industry jargon in a fully integrated marketing campaign.

Johnson the Dog mirrors the values of the Johnson Insurance promise which ‘treats their customers like they would their friends’ – with fairness, honesty, empathy and warmth.

Louisa Leonard, Chief Operating Officer, Johnson Insurance & Lifestyle:

“What we provide is intangible so it’s hard for customers to understand what we offer unless they have to put in a claim.  To help navigate through these challenges and demonstrate the value of an insurance partner like Johnson, we are introducing a trusting companion who helps us bring to life the core beliefs of our business and how we treat our customers, which aligns so naturally with the Newfoundland breed – and our roots in Newfoundland.

“Over the past several years, Johnson has been undergoing a significant transformation to ensure our sales, service and claims are ready to deliver on our new brand promise for our customers.  The introduction of Johnson the Dog is our way to show our customers that we’re ready to serve you and we’ve always got your back,” says Louisa.

Johnson Insurance, part of the RSA Insurance Group, is one of Canada’s oldest insurance brokers offering personal home, car and travel insurance nationally.  This is the first time the brand is leveraging a brand ambassador as part of their marketing campaigns.

The new campaign launches today and will appear in all of Johnson’s marketing channels including traditional direct mail and social media.

For more information about Johnson Insurance visit or check us out on Twitter at @WeAreJohnson or Facebook at


About Johnson Insurance

Johnson Insurance has a rich Canadian heritage and opened its doors in Newfoundland and Labrador over 130 years ago. As a member of RSA Insurance Group plc., Johnson agents distribute insurance in Canada.   The company is headquartered in St. John’s Newfoundland. For more information, visit



Johnson Insurance is a tradename of Johnson Inc. (“Johnson”), a licensed insurance intermediary, and operates as Johnson Insurance Services in British Columbia. Home and auto policies underwritten by Royal & Sun Alliance Insurance Company of Canada (“RSA”) in Quebec and primarily underwritten by Unifund Assurance Company (“Unifund”) in the rest of Canada. Travel policies primarily underwritten by RSA and administered by Johnson.  Auto insurance not available in BC, SK or MB. Home and auto insurance not available in NU. Johnson, RSA and Unifund share common ownership.


About RSA Canada

The RSA Canada group of companies includes Roins Financial Services Limited, Royal & Sun Alliance Insurance Company of Canada, Quebec Assurance Company, Johnson Inc., Unifund Assurance Company, Western Assurance Company, Ascentus Insurance Ltd., Canadian Northern Shield Insurance Company and RSA Travel Insurance Inc. (collectively, “RSA Canada”) and is part of a group of companies headed by RSA Insurance Group Plc. RSA Canada employs more than 2,800 people across Canada and is one of the oldest insurance companies in the country with roots dating back to 1833. For more information visit

Media Enquiries: 
Siriphone Maldonado
Communications Manager, RSA Canada
(647) 776-9248