Primark, a value clothing retailer, is launching its first US campaign named “That’s So Primark” to boost brand recognition.
- The company aims to expand its US presence to 60 stores by 2026, with the next store opening in Orlando.
- Primark’s new campaign features films “Window with a View” and “Fall Again” showcasing its unique shopping experience.
- The campaign launched on August 12, spanning various media channels including TV, digital, and radio.
- Primark is renowned in Europe for offering affordable style, now targeting savvy US shoppers.
Primark has embarked on its inaugural American marketing campaign titled “That’s So Primark”, aiming to enhance its visibility among US consumers. Initiated in collaboration with creative agency VCCP, this campaign seeks to acquaint American shoppers with Primark’s distinctive retail experience, which has long attracted European customers seeking fashion without financial strain. The campaign’s objective is to increase the count of US stores to 60 by 2026, highlighting an ambitious growth strategy.
Since establishing its first US store in downtown Boston in 2015, Primark has expanded to 25 locations nationwide. The upcoming addition in Orlando’s Florida Mall marks a significant step toward their expansion goal. Michelle McEttrick, Primark’s global chief customer officer, remarks on the brand’s unique position, stating, “Primark is still relatively unknown in the US, so we want to spread the word to savvy shoppers that they don’t need to sacrifice style if they’re on a budget.”
The campaign is prominently featured across a range of media platforms. The launch on August 12 includes an array of connected TV, streaming ads, digital formats, social media, radio, and out-of-home advertising. This broad media mix is designed to capture attention and communicate the excitement surrounding the brand’s arrival in more US locations.
Two key films anchor the campaign: “Window with a View” and “Fall Again”. “Window with a View” portrays a narrative of intrigue as two women peer into a store, captivated by the fashion items displayed. The scene evolves with more onlookers joining, symbolizing the growing interest in Primark’s offerings. “Fall Again” highlights the shopping adventure within Primark’s aisles, creating a dynamic impression of style exploration.
Brett Edgar, CEO of VCCP US, articulated the campaign’s essence, “Primark is unlike any other shopping experience, and it’s about time more US shoppers got a taste of that.” These films and campaign elements portray the allure of Primark’s competitively priced fashion, aimed at enticing the American market.
Primark’s strategic campaign underscores its commitment to becoming a recognized name in the US retail landscape by 2026.
