Faced with an increasingly competitive environment from supermarket rivals, the high street and online players, F&F approached ODD in 2016 with a challenge: develop a new strategic and creative direction that would deliver a measurable step-change by differentiating it from the competition and elevating its fashion credentials.
The ODD Solution
F&F represents the fun part of the supermarket shop. The aisle is the place where kaftans and flip-flops can break up the humdrum of the shopping list. And it’s where ‘accidental’ dresses get bought when customers only popped out for milk. The TV ad at the campaign’s heart takes the form of a fashion shoot for the brand’s SS’17 range, set against the backdrop of brightly coloured supermarket shelves.
’Supermarket Woman’, celebrates the fact that F&F clothing is found in Tesco’s shopping aisles.
Playful end lines such as “I only popped in for some ice cream” highlight the value and convenience aspects of the F&F brand.
Designed to appeal to women who love fashion, are confident in their taste and haven’t forgotten fashion’s fun side, the campaign comprises TV, digital, print, out of home and an always-on social strategy.
The campaign went live in April, so full results are pending. However, recent focus groups indicate that the new brand creative direction has had a positive impact on F&F’s key objectives of driving consideration amongst lapsed and new consumers.