Fashion retailer Primark has launched its first American brand campaign as it continues on its mission to break the US.
The multichannel campaign sees Primark – which is currently working towards a target of having 60 stores across the country – inviting America to ‘Fall in Love’ with the brand.
Developed in partnership with creative agency VCCP, ‘That’s So Primark’ is a natural extension of the brand’s global creative platform, designed to educate Americans on what it means to be ‘so Primark’.
Two hero films – ‘Window with a View’ and ‘Fall Again’ – form the focal point of the brand awareness campaign. Both spots put the clothes themselves firmly at the heart of the campaign, featuring close-ups of key fashion items, all with price tags clearly visible to hammer home Primark’s affordability.
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“Across Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank,” said global chief customer officer Michelle McEttrick.
“Primark is still relatively unknown in the US, so we want to spread the word to savvy shoppers that they don’t need to sacrifice style if they’re on a budget,” she continued.
“Whether they’re looking for head-turning statement pieces, or everyday wardrobe essentials, we want to give American consumers the chance to fall in love with their closet over and over again.”
Brett Edgar, CEO at VCCP US, added: “Primark is unlike any other shopping experience, and it’s about time more US shoppers got a taste of that.
“We wanted to show American consumers what the hype is all about across the pond, and that they don’t have to settle during their shopping experience. It’s all about falling in love with the brand and its unique products again and again.”
The campaign will also run across CTV, OTT, digital, social, radio, OOH and digital.
