Budget fashion store Primark has unveiled a new campaign highlighting its essentials lines.

Devised by creative agency VCCP, the marketing drive, titled ‘Never Basic’, will run across its stores in 17 markets and social media channels.

The creative features spring/summer essentials across the brand’s menswear, womenswear and kidswear lines.

As part of its marketing drive, Primark has also unveiled new signage in stores, which will be used year-round to highlight its essential ranges.

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Michelle McEttrick, chief customer officer, Primark, said: “Customers everywhere are seeking value like never before and more than half of consumers across our 17 markets say they’re not expecting their personal finances to improve in the coming months.”

“In our Never Basics campaign, we want to challenge the perception that low prices mean compromising on quality and demonstrate you don’t need to spend more to get great-looking basics you can wear over and over again,” she added.

Nikki Lindman, VCCP creative director, said: “In this campaign, we wanted to celebrate Primark’s amazing value range with a joyful feeling, showing you’ll never feel basic in Primark Basics.”

VCCP has been Primark’s global branding and creative agency partner since August 2023.