Primark launches ‘Never Basic’ campaign
Primark has launched a new campaign to highlight the value of its “quality” essentials clothing items.
Running across social channels and 462 stores, the ‘Never Basic’ campaign will celebrate how Primark’s wardrobe essentials are “anything but basic when it comes to quality, style and price”.
Subscribe to TRBIn addition, Primark’s window displays and social channels will highlight some of the retailer’s most popular products while bringing to life the campaign message ‘never basic’. These will include wardrobe staples such as the Women’s Recover Cotton Stretch Cami and Men’s 100% Cotton Regular T-Shirt.
Michelle McEttrick, chief customer officer at Primark, said: “Customers everywhere are seeking value like never before and more than half of consumers across our 17 markets say they’re not expecting their personal finances to improve in the coming months.
“In our Never Basics campaign, we want to challenge the perception that low prices mean compromising on quality and demonstrate you don’t need to spend more to get great looking basics you can wear over and over again.”
Devised by creative agency VCCP, the campaign will also be displayed on new store signage that will be used year-round to highlight essential ranges. Furthermore, a new ‘price slice’ graphic will show price and product information to make it easier for customers to find the ranges in-store.
The campaign will also highlight how the commitment to quality essentials goes hand-in-hand with the retailer’s Primark Cares sustainability strategy.
