Primark has launched its first US brand campaign as it continues its store expansion across the country.
Titled ‘That’s So Primark’, the fashion retailer is introducing itself to American consumers and “inviting them to fall in love with its value, quality and style”.
The retailer, which is targeting up to 60 US stores, said the campaign is a natural extension of its new global creative platform, designed to educate Americans on what it means to be ‘so Primark’.
The brand awareness campaign, created in partnership with creative agency VCCP, is rooted in two hero films: ‘Window with a View’ and ‘Fall Again’, which will run across connected TV, streaming services, digital, social, radio, out of home and digital.
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Primark global chief customer officer Michelle McEttrick said: “Across Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank.
“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.
“Whether they’re looking for head-turning statement pieces, or everyday wardrobe essentials, we want to give American consumers the chance to fall in love with their closet over and over again.”
The fashion retailer currently has 25 stores in the US, across 10 states. In its first half, sales in the country jumped 38.4% driven by new store openings, which it said had “performed well”.
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