Primark has launched its first US brand campaign as it continues its store expansion across the pond.
Titled ‘That’s So Primark’, the fashion retailer is introducing itself to American consumers and “inviting them to fall in love” with its value, quality and style.
The retailer, which is targeting up to 60 US stores, said the campaign is a natural extension of its new global creative platform, designed to educate Americans on what it means to be ‘so Primark’.
The brand awareness campaign, created in partnership with creative agency VCCP, is rooted in two hero films: Window with a View and Fall Again, which will run across CTV, OTT, digital, social, radio, OOH and digital.
Related Story
Primark global chief customer officer Michelle McEttrick said: “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.”
VCCP US chief executive Brett Edgar added: “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.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
