Staples to launch major 'Back to School' advertising campaign
Office products retailer Staples is preparing to launch a Back to School advertising campaign to target parents and children during the summer holidays.
The campaign will showcase the retailer’s licensed product range and promote a ‘3 for 2 mix and match’ offer across a range of children’s stationery and other school essentials.
With a voiceover from comedian Matt Lucas, the TV campaign will feature Staples’ mischievous, ink-throwing animated cartoon characters ‘Spot’ and ‘Sprinkle’ the splats. The adverts will air from 18 to 31 August on a serious of digital channels including E4, ITV2, Sky Kids and the Disney Channel.
The TV campaign is part of a multi-channel campaign which includes cinema and radio advertising, also featuring Matt Lucas, and promotional activities across digital, mobile, online, and a “Back to School Shop” in all Staples stores. National newspapers The Sun and The Daily Mail will also be targeted as part of a national flyer campaign.
Louise Barber, head of retail marketing at Staples, said: “Central to our Back to School campaign are our wide range of products. Our licensed product ranges are bigger than ever before. We have taken a “Pick n Mix” type approach to lots of novelty stationery and smaller stationery items, as well as the ‘3 for 2’ offer which sits across the majority of our Back to School products. By promoting our competitive deals, our aim is to drive footfall, increase volume sales and attract new customers in what has become a very competitive retail space.”
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