Huddersfield’s SHARP Agency has launched an integrated campaign for Cotton Traders that aims to make the brand appeal to a younger audience without alienating its core classic customer.
The brand response campaign airs on selected ITV channels in September, featuring a 30-second TV ad filmed by The Gate at locations in Yorkshire Sculpture Park and central Manchester.
The ad is supported by paid social, digital OOH activity and in-store POS. This multi-region test paves the way for a full national rollout featuring hero products from Cotton Traders’ spring/ summer collection next March.
It is the first TV appearance for the casual clothing brand since 2016.
SHARP Creative Director Richard Sharp said: “This audience doesn’t take themselves too seriously. Neither does our creative treatment. It’s stylish in a down-to-earth way and embraces pulling on a fabulous coat to nip out for a pint of milk. Just as real women do every day. We hope they love it as much as we do.”
Shona Jameson, CMO for Cotton Traders, added: “This audience wants to shop with brands that makes them feel good about themselves and talks to them with personality – like a friend giving a compliment. And that’s what SHARP has delivered, with bags of Cotton Traders charisma.”
