Primark launches first US brand campaign
Primark has launched its first brand campaign in the US as it works towards a target of having 60 stores in the country.
The fashion retailer is now inviting US consumers to “fall in love with its value, quality and style” through the That’s So Primark campaign.
Michelle McEttrick, global chief customer officer at Primark, explained: “Across Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank,
“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.
“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.”
Created in partnership with creative agency VCCP, the brand awareness campaign is rooted in two hero films: Window with a View” and Fall Again. That’s So Primark is running across CTV, OTT, digital, social, radio, OOH and digital.
Brett Edgar, chief executive of VCCP US, said: “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.”
Primark has recently announced that it has signed a lease for a second store in the state of Tennessee.
