Valley Bank launches ‘That’s How’ campaign ahead of centennial

The basics:

• Valley Bank rolled out its new ‘That’s How’ brand campaign Jan. 14
• Campaign emphasizes relationships, trust and community engagement
• Multi-channel launch includes an eight-week Secaucus Junction takeover
• Initiative comes as Valley approaches 100th anniversary in 2027

Valley Bank announced the launch Jan. 14 of a new brand campaign, “That’s How.” The rollout marks a significant evolution of the financial institution’s identity as the regional bank approaches its 100th anniversary in 2027.

The campaign highlights Valley’s nearly century-long emphasis on relationships, trust and community engagement. At the same time, it also positions the bank as a modern financial partner equipped to meet today’s challenges.

Rooted in its founding as a community bank in 1927, the campaign underscores what the institution says has always set it apart: deep relationships, trusted guidance, and a commitment to helping individuals, families and businesses make life’s most important financial decisions.

The “That’s How” message is built around common questions consumers face:

• How can I buy a home?
• How can I grow my business?
• How can I plan for what’s next?

The campaign presents the Morristown-headquartered organization as a relationship-driven partner with the experience and insight to provide answers.

CEO Ira Robbins said that at Valley banking has always been personal.

“For nearly a century, we’ve built this institution relationship by relationship by showing up for our clients, our communities, and the moments that matter most in their lives,” said Robbins. “As we approach our 100-year anniversary, ‘That’s How’ reflects both where we’ve come from and where we’re going.

“In a world shaped by volatility, digitization, and trust fatigue, relationship-led anticipatory service is not a differentiator, it’s the standard people deserve.”

Best of both worlds

The campaign rollout includes a multi-channel media strategy spanning out-of-home advertising, streaming TV, digital, search and social platforms. A centerpiece of the launch is an eight-week takeover of Secaucus Junction Train Station. Beginning Feb. 26, the placement offers high visibility at one of New Jersey’s busiest transit hubs.

Collyn Gilbert, executive vice president and chief strategy & marketing officer, said the campaign allows Valley to “own the middle” in banking by offering personalized service alongside the scale and resources of a regional institution.

“Valley has been dedicated to putting human understanding at the center of everything we do for almost 100 years,” said Gilbert. “This is the moment for us to show people that they don’t have to choose between scale and service. We can give them both.”

The launch also reinforces Valley’s longstanding commitment to community and economic development, entrepreneurship and financial inclusion. According to its 2024 Sustainability Report, the bank invested more than $2.5 billion across its footprint last year. That included funding for community development loans, affordable housing, small businesses and charitable giving.

Valley says that the campaign and ongoing investments reflect its goal of growing alongside the communities it serves, while building toward its next century.

Robbins added, “This campaign reinforces our belief that the strongest outcomes are built on trust, understanding, and a shared commitment to helping people turn ambition into action.”