Matalan has revealed its new campaign today, to celebrate “fabulous, but frantic” family life.
McCann Manchester is behind the multi-million pound, We Get It, We’ve Got You, creative, with media strategy and planning handled by Havas Media UK’s Manchester office.
“We’re absolutely buzzing to get our new Matalan work out into the wild,” said Imogen Tazzyman, Executive Creative Director at McCann Manchester.
“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.”
The brand platform has been 9 months in the making, marking a “major step” in Matalan’s return to “family-first roots.” The company has also invested £35m in lowering the prices of “more than 700 products” and extending its size offerings.
“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,” explained Ali Jones, Chief Customer and Omnichannel Officer, Matalan.
“Through this campaign we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle free-shopping experience that fits their lives.
“Nearly 40 years ago, our company was built by a family, for families. This brand platform and campaign is us getting back to those family-first, value roots. It marks another significant step forward in our journey to build a modern, stronger Matalan.”
The marketing features TV spots, in-store activity, a social media campaign and a partnership with Global radio, which was brokered by Havas Media UK. The spots on Heart and Smooth FM feature on-air activity, social branded content, listener competitions, in-store activity, and the involvement of presenters including Josie Gibson, Zoe Hardman and Dev Griffin.
“In an age where reaching audiences is effortless, yet forging genuine connections challenging, we’re thrilled to unveil this campaign. By collaborating with McCann and Matalan, we’ve shaped the brand platform using sharper audience insights and robust data,” explained Lucy Barnes, Joint General Manager, Havas UK.
“The smart choices we are making for the campaign will elevate Matalan’s brand, redefine its identity, and enhance engagement across platforms, ultimately making Matalan more meaningful and distinctive throughout the customer journey for families across Britain.”
