As part of the F&F’s global Supermarket Woman brand platform, this campaign was launched in the backdrop of economic downturn with families across the UK feeling the pinch. So, the brand wanted to promote their value credentials to engage those looking to buy fashion for less. Our creative strategy focused on amplifying the value credentials of F&F, adopting the infamous yellow discount price tag from Tesco to creatively communicate the value offering.

The campaign was rolled out across TV, print, OOH, digital and social, and whilst the art direction now incorporated discount cues, it retained a high fashion look with a tongue-in-cheek down-to-earth twist. From matching teddy coats for you and your little one, to loungewear sets perfect for a cosy night in, the Supermarket Women who only popped in for the likes of dog treats, teabags and nappies reap the rewards of a detour down one of their favourite supermarket aisles.