Primark launches first integrated UK campaign
Primark has unveiled its first fully integrated UK brand campaign with its debut UK TV ad for denim.
In Denim We Can aims to showcase the work Primark has done over the past 12 months to refine fit, sizing, styles and quality across its denim range as it launches its autumn/winter women’s denim collection.
The campaign marks a major milestone as it features Primark’s first-ever UK TV advert. The dance-driven spot follows women as they move through their morning routines, all styled in Primark denim, set to The Slits’ 1979 cover of I Heard It Through the Grapevine.
Running for six weeks, the campaign will span TV, out-of-home, in-store and digital channels.
Mary Lucas, womenswear trading director at Primark, said: “We’ve always been about helping people look and feel good in their clothes without paying more and with this collection we want to show that you don’t need to pay more to get great fitting, stylish and quality denim.
“A flattering, quality pair of jeans can make you feel incredible, last for years and be the hardest-working piece of clothing in your wardrobe.”
Subscribe to TRBThe new collection introduces a redesigned base size with standardised waist and leg lengths and refined proportions as the retailer looks to deliver a more consistent and flattering fit.
The range offers 10 hero jean styles including refreshed skinny and straight cuts and more fashion-led shapes such as the barrel and wide leg. It also includes denim jackets, shirts and tops.
Lucas added: “With this collection we’re raising the bar on our denim and we’re confident it’s our best one yet. The team has obsessed over every detail – from the fabric and fit, through to the wash and the stitching.
“We’re so proud of the result: denim that works for more people, at a price that’s accessible to as many as possible.”
