Matalan launched a multi-million pound brand platform on Friday that it said “represents a return to [our] family roots”, showing families across the UK that “we get you, and we’ve got you”.
The company said it’s the “next step” in its “long-term transformation” led by CEO Jo Whitfield and her new leadership team.
The retailer has worked with McCann Manchester on the new approach that “celebrates the reality of everyday family moments”.
Developed over nine-months, the platform is part of Matalan’s plans to secure its status as the go-to place families searching for value and pain-free shopping, including a £35m investment to lower prices on more than 700 products, the extension of its core clothing range to size 22 across all womenswear (plus selected brands up to a size 32 exclusively online), as well as the launch of new third-party brands on its e-store
The campaign includes a series of TV ads starting today, along with the in-store and social media activity. The first TV ad features a family trying to go for a walk, “highlighting the fabulous but frantic reality of the scramble and chaos needed to get ‘this lot’ out of the door on time”.
Chief customer and omnichannel officer Ali Jones said: “Life for so many families has always been a fabulous but frantic juggling act often filled with difficult trade-offs. Right now, it’s harder than ever. We’ve spent time getting really close to our customers and understanding them more deeply,”
McCann Manchester executive creative director Imogen Tazzyman said: “We’re absolutely buzzing to get our new Matalan work out into the wild.”
“None of us enjoy watching those picture perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory.”
