When F&F approached us in 2016, they were facing increased competition from their supermarket peers, the high street, and online players alike. They needed a campaign that would deliver a measurable step-change to differentiate it from its competitors and elevate its fashion credentials.
Tasked with developing a new strategic and creative direction, we decided to lean in to F&F’s supermarket heritage and champion its location as a point of difference.
Because F&F represents the fun part of the supermarket shop. It’s the aisle where kaftans and flip-flops can break up the humdrum of the shopping list. And where 'accidental' dresses get bought by customers who were only popping out for a pint of milk.
Our global campaign platform, ’Supermarket Woman’, launched in SS17 across TV, digital, print, out of home, social and an always-on content strategy. Fun and playful, it shakes off the stigma of supermarket fashion through a consistent elevated aesthetic.
Since then, we’ve continued to create new iterations of the campaign, all featuring playful end lines such as “I only popped in for oranges”, which highlight the value and convenience aspects of the brand. Whilst celebrity partnerships with the likes of Davina McCall and sponsorship idents for ITVbe have introduced F&F to a new demographic and continued to drive re-appraisal in the minds of consumers.
- HIGHER ENGAGEMENT THAN F&F'S COMPETITORS
- INCREASE IN INSTAGRAM FOLLOWERA