F&F were facing increased competition from their supermarket peers, high-street brands and online players alike when they approached us in 2016. They needed a new strategic and creative positioning that would deliver a measurable step-change to differentiate it from its competitors and elevate its fashion credentials.

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The Challenge

Because despite the convenience of being able to shop for clothes and groceries at the same time, there was something about putting a new dress in the same basket as your chicken dinner that understandably, was rather unappealing for consumers. For this reason, F&F’s supermarket competitors all had the exact same strategy – distance themselves from their parent-brand as much as possible and act as a stand-alone fashion retailer. But instead of shying away from F&F’s location, what if we highlighted the benefits that it could bring to time-strapped women up and down the country?

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The ODD Solution

So we decided to lean into F&F’s supermarket heritage and champion its location as a point of difference. Because F&F represents the fun part of the supermarket shop. It’s the aisle where kaftans and flip-flops can break up the humdrum of the shopping list. And where ‘accidental’ dresses get bought by customers who were only popping out for a pint of milk. 

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Our global campaign platform, ’Supermarket Woman’, launched across TV, digital, print, out of home, social and an always-on content strategy.

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Since then, we’ve continued to create new iterations which continue to highlight the value and convenience aspects of the brand. 

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Whilst celebrity partnerships with the likes of Davina McCall and a sponsorship deal with ITVbe have created a consistent brand world and continued to drive brand re-appraisal.

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Beautiful Effectiveness

The campaign has helped exceed key metrics across all channels, including the highest rate of ad recall in F&F’s history, a 135% increase in organic engagement on Instagram and a 31% increase in visits to the .com.

  • 6:1 ROI
  • 1000% Increase in instagram followers
  • 8% Increase in brand perception
  • 70% Higher engagement than the competition