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Freemans launches new ad campaigns as it brings Christmas forward

Freemans is launching a trio of TV adverts for autumn/winter 2021 as it looks to reach it target customer of women over 35 several times from… View Article

GENERAL MERCHANDISE

Freemans launches new ad campaigns as it brings Christmas forward

Freemans is launching a trio of TV adverts for autumn/winter 2021 as it looks to reach it target customer of women over 35 several times from now until mid-November.

The ads will include a first ‘outing’ for its home offering that features exclusive collections from designers Abigail Ahern, Henry Holland and Julien MacDonald.

Shot on location in the UK, the ads have been created by independent creative directors in collaboration with the retailer’s internal marketing and creative teams.

The home ad, which airs from next week, is complimented by a fashion advert that aims to showcase the range of third party brands available on the site and features Strictly – It Takes Two presenter and dancer Janette Manrara.

Meanwhile, a third ad focuses on Freeman’s ‘boutique’ womenswear brand Kaleidoscope.co.uk with creative aimed at customers aged over 45.

Richard Cristofoli, Freemans’ chief customer officer, said: “Over the course of the pandemic we have had chance to reflect on customers’ needs and wants.  This has included a complete re-imagining of the Freemans and Kaleidoscope brands, delivered at pace and across every customer touch point.  It also covered a reinvigorated product portfolio and offering, both from a third party brand and exclusive own bought perspective across fashion and home.

“These three campaigns represent our most confident positioning with strong and honest creative that we thinks allows us to stand out from the crowd.  It continues to help us to achieve our objective of becoming the on-line department store of choice for Freemans.com and the go-to-boutique retailer for women over 45 through Kaleidoscope.co.uk .”

All activity is being led by digital and TV and is supported by through-the-line activity including PR, social and a new radio partnership with Smooth.

Freemans has also announced that its has ‘brought forward Christmas,’ with relevant products being made available three weeks earlier than last year due to strong customer demand.

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