F&F’s AW’17 ‘Supermarket Women’

Today sees the launch of the AW’17 campaign for F&F; a follow up and continuation of the brand’s new creative platform of ‘Supermarket Woman’ revealed for SS’17. The campaign was developed, art directed and produced by ODD and includes TV, OOH, print, digital, retail and social media activation.

The dramatic new strategic and creative direction brought to life in SS’17, sought to celebrate the fact that F&F clothing is found in Tesco’s shopping aisles – offering customers value and convenience.

This is a fact that clearly hasn’t been lost on its target customers, with the campaign having exceeded all key measurement metrics; including delivering the highest ad recall in the brand’s history, a 44% increase in sales and a 135% increase in organic engagement on Instagram alone.

With the success of SS’17 playing a key factor, and the desire to continue to drive greater brand consistency and category differentiation, the AW’17 campaign is again set within a bold and graphic supermarket world. However, one notable difference is the narrative and casting. As all retailers enter what is the most competitive trading period of the year, the AW’17 campaign features a larger cast of characters to showcase a greater range of product, while the narrative that unfolds in the TVC seeks to bring to life the sense of fun that is integral to F&F’s brand DNA.

Comprising TV, digital, print and out of home platforms, the campaign also includes an always-on social strategy, and is the second instalment from agency of record, ODD since their appointment in last year.

Nick Stickland, Executive Creative Director

Our ambition for F&F was to create differentiation within an otherwise very homogenised market place. I’m proud to see Supermarket Woman enter her next chapter. She is now truly alive and well.”

Anna Braithwaite, Head of Marketing at F&F

“It’s very exciting to be bringing back our Supermarket Women. With the success of the SS17 campaign, it’s a natural lead on to continue celebrating the fact that supermarket fashion is really having its moment and this is our strongest collection to date. Our customers love to look and feel great and we know from talking to them that popping in for milk and leaving with a new top is just what they do!  The simplicity and sense of fun in the campaign captures this perfectly.”


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