ELEVATING A SUPERMARKET FROM A RETAILER INTO A BRAND
Wind back to 2017 and the UK supermarket's were in a race to the bottom on price. Sainsbury’s Tu needed to elevate themselves by behaving less like a retailer and more like a brand - a clothing company with a point of view for people to buy into, not just buy from.
Cue new brand platform ‘Dress Well. Feel Good’ - 5 years of seasonal campaigns exploring how clothing impacts our wellbeing. In an industry rife with negative stereotypes, pressure to get the look or dress a certain way to be relevant, Tu disrupts by encouraging Britain to follow their feeling over blindly following what fashion brands say we should wear. This work took Tu from 5th to 2nd in category, in just a handful of seasons.
SMASHING STEREOTYPES ON DRESSING ‘LIKE A MUM’
Beyond seasonal campaigns, we had a lot of fun at cultural moments with the Dress Well. Feel Good platform. Here’s an example.
Most clothing purchases on the high street are made by women who are also mums, yet advertising and the fashion industry has an outdated view on what that label ‘mum’ really means - often depicted as dowdy midlifers void of style. It’s depressing and it’s not true. We saw an opportunity for Tu to celebrate the woman behind the title and smash stereotypes on what it means to dress like one. This is all about empathetic creative that forges deeper connections with Tu’s female audience.
It’s 100% street cast, 100% bad ass and launched on Mother’s Day.
