Matalan has launched a new multi-million pound ad campaign that “represents a return to [our] family roots”, showing families across the UK that “we get you, and we’ve got you”.
Developed over nine-months, the platform is part of Matalan’s plans to secure its status as the go-to place for families searching for value, including a £35m investment to lower prices across its product range.
The integrated campaign includes TV, out of home, audio, connected TV, digital video, in-store activity, social media, and a multi-media partnership.
The company said it’s the “next step” in its “long-term transformation” led by CEO Jo Whitfield and her new leadership team as it looks to transform the business.
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The retailer worked with McCann Manchester on the new approach that “celebrates the reality of everyday family moments”.
Chief customer and omnichannel officer Ali Jones said: “Life for so many families has always been a fabulous but frantic juggling act often filled with difficult trade-offs. Right now, it’s harder than ever. We’ve spent time getting really close to our customers and understanding them more deeply,”
“Through this campaign we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle-free shopping experience that fits their lives.”
McCann Manchester executive creative director Imogen Tazzyman said: “We’re absolutely buzzing to get our new Matalan work out into the wild.”
“None of us enjoy watching those picture perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory.”
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