ODD debuts global ‘Supermarket Woman’ campaign for F&F

ODD has launched its first global campaign for Tesco’s F&F, placing the supermarket brand firmly on the fashion map.

The campaign introduces the brand’s new ‘Supermarket Woman’ campaign platform , which celebrates the fact that F&F clothing is found in Tesco’s shopping aisles. It is the place where kaftans and flip-flops can break up the humdrum of the shopping list, and where ‘accidental’ dresses get bought when customers had only meant to be popping out for a pint of milk.

With supermarket shelves blocked out with bright colours as a backdrop, the ad creates a fashion shoot in a supermarket to showcase the brand’s spring/summer range, ending with playful lines such as: “I only popped in for some ice cream”, to highlight the value and convenience aspects of the brand.

It appeals to women who love fashion and are confident in their taste, but who haven’t forgotten it’s fun side.

The campaign features a TV ad supported by digital, print and out of home platforms. ODD has also developed an always-on social strategy for F&F.

Chris Other, Global Brand & Marketing Director at F&F, said: “We are extremely pleased with the new campaign direction, which creates a real step-change for F&F, highlighting the brand’s fashion credentials while celebrating its home within Tesco’s supermarkets.”

Nick Stickland, Co-Founder & Executive Creative Director at ODD, said: “We wanted to bring alive the fact that F&F represents the fun part of the supermarket shop in a stylish and attractive way, while also making the brand stand out against the competition.”


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