US insurtech unicorn Lemonade is one of the world leaders in insurance, offering home, renters’, car, pet, and life insurance.

The brief

To spearhead Lemonade’s UK launch, highlighting its unique product appeal in an outdated market.. 

The approach

Words + Pixels worked to build consumer awareness of Lemonade and cement brand credibility in the UK market following its October 2022 launch; in a campaign driven solely by PR.

Our strategy focused on demonstrating the company’s success in other markets, as we highlighted the disruptive leadership of its British co-CEO Daniel Schreiber in digitising an antiquated system.

We used Daniel’s insights about insurance industry trends and worked with Lemonade’s partner, Aviva, to emphasise the trust an established British brand had placed in this “outsider”. We also positioned Lemonade’s agile, user-centric insurance model in contrast to Britain’s landscape of unwieldy legacy systems. 

The results


Pieces of launch coverage


Total online readership


Social shares of coverage


Media interviews