Fashion brand Matalan has unveiled an all-new multi-million pound brand platform which aims to act as a refreshing celebration of the frantic nature of real family life, under the tagline “we get you, and we’ve got you”.
Created by McCann Manchester and live from today (22 March), the new integrated campaign runs across TV, OOH, audio, connected TV, digital TV, social media and in-store activity.
The campaign will also be heard on lead spots across Heart and Smooth FM, with Havas Media UK having brokered the deal. It will spotlight well-loved talent Josie Gibson, Zoe Hardman, Dev Griffin, all of whom will celebrate the reality behind family life.
Developed over nine-months the brand platform marks the next step in Matalan’s long term journey to cement its status as the first choice for families who want great value and hassle-free shopping, including a £35 million investment to lower prices across its product range and a wider size offering across its site.
The video campaign, narrated by Diane Morgan, centres the brand’s family approach and spotlights price.
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Matalan’s campaign last year adopted a similarly fuzzy tone, centred on celebrating the range available at the retailer.
“Life for so many families has always been a fabulous but frantic juggling act often filled with difficult trade-offs. Right now, it’s harder than ever. We’ve spent time getting really close to our customers and understanding them more deeply,” said chief customer and omnichannel officer Ali Jones.
“Through this campaign we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle-free shopping experience that fits their lives.”
McCann Manchester executive creative director Imogen Tazzyman said: “We’re absolutely buzzing to get our new Matalan work out into the wild.”
“None of us enjoy watching those picture perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory”
