The beloved Irish retailer partnered with
creative agency VCCP in its new brand awareness campaign
NEW
YORK, Aug. 12, 2024 /PRNewswire/ --
Today, Primark, the international clothing retailer that
offers quality fashion at value prices, launched its first brand
campaign in the United States,
entitled That's So Primark.
WATCH WINDOW WITH A VIEW
& FALL AGAIN
The beloved Irish brand, founded in Dublin 55 years ago, has become a household
name throughout Europe, with over
445 stores across 17 countries. Now as the retailer is working
towards its American ambition of 60 stores in the US, Primark is
introducing itself to American consumers and inviting them to fall
in love with Primark's value, quality and style. That's So Primark
is an extension of the brand's global creative platform with an aim
to educate Americans on what it means to be "so Primark."
"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. "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" features alternating close-ups of two women
as their faces draw closer and closer to the camera with each
alternating shot. Finally, their faces smash into glass, and the
full image comes into view. The women stand side by side before a
Primark store, lovingly admiring the pieces behind the window
rather than each other. Other women join them, longingly looking at
the high-quality, low-price outfits that have made Primark a
sensation over the years.
"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 she
loves, at prices she wants.
"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 US. "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."
That's So Primark goes live today, August
12, across CTV, OTT, digital, social, radio, OOH, and
digital.
About Primark
Primark is an international fashion retailer employing more than
80,000 colleagues across 17 countries in Europe and the US. Founded in Ireland in 1969 under the Penneys brand,
Primark aims to provide affordable choices for everyone, from great
quality everyday essentials to stand-out style across women's,
men's and kids, as well as beauty, homeware and accessories. With a
focus on creating great retail experiences, Primark has over 445
stores and continues to expand with the aim of reaching 530 stores
globally by the end of 2026.
Primark is working to make more sustainable fashion affordable
for everyone through its Primark Cares strategy, a multi-year
program that focuses on giving clothing a longer life, protecting
life on the planet and supporting the livelihoods of the people who
make Primark clothes. As part of this, Primark unveiled commitments
it is working to achieve by 2030. These commitments include making
all of its clothes from recycled or more sustainably sourced
materials by 2030, halving carbon emissions across its value chain
and pursuing a living wage for workers in its supply chain. More
information can be found
here: corporate.primark.com/en-us.
About VCCP US
VCCP is the global challenger network for challenger clients.
Since our founding in 2002, the VCCP network has grown to over 1200
strategic and creative thinkers with offices all over the world.
Servicing North America, VCCP US
produces award-winning work for an ever-growing client list
including White Claw, T-Mobile for Business, Google, Audi, Native,
Tate's Bake Shop and Blizzard. More information can be found
here: https://www.vccpus.com/
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SOURCE Primark