Primark launches first U.S. brand campaign
Primark, which traditionally has relied on word-of-mouth brand recognition, is making a big marketing push in the United States as it looks to make its brand more familiar to U.S. shoppers.
The global value apparel and accessories retailer has launched its first U.S. brand campaign. Entitled “That’s So Primark,” the launch comes as the brand continues to expand across the U.S., with a goal of reaching 60 stores nationwide by 2026.
"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 Michelle McEttrick, global chief customer officer, Primark, which has more than 445 stores across 17 countries. "Primark is still relatively unknown in the U.S., 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."
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Created in partnership with creative agency, VCCP, the brand awareness campaign has gone live across TV, out-of-home, digital, social, radio, out-of-home and digital channels. It an extension of the brand's global creative platform with an aim to educate Americans on what it means to be "so Primark," the company stated.
The campaign includes two, 30-second “hero” spots. The first, "Window with a View," features alternating close-ups of two women looking closer and closer into a store window. Finally, their faces smash into glass, and the full image comes into view. The women stand side by side before a Primark store, admiring the pieces behind the window. Other women join them.
The other spot "Fall Again," echoes that same anthem as a woman shops in a Primark store, the music swelling as she spins around the aisles with a striped sweater, followed by a slew of other pieces.
"Primark is unlike any other shopping experience, and it's about time more US shoppers got a taste of that," said Brett Edgar, CEO, VCCP U.S. "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."
