Tangerine has been appointed by much loved family retailer, The Works, following a competitive pitch process.
Launched this week, The Boredom Board focuses on tackling boredom over the summer holidays, while also encouraging time away from screens, after research revealed that 82% of parents feel overwhelmed by the challenges the six-week summer period brings.
The campaign, which sees The Works onboard three new recruits, aged 5-7, as chief family officer, head of rainy days and outdoor activity officer, is fully integrated with activations across PR, social and influencer.
Launched in 1981, The Works now boasts over 500 stores nation-wide with a stronghold on the British high street and a much-loved position in people’s hearts and minds. The appointment comes as the retailer looks to make a significant step change in driving brand fame and improved consideration with existing and new customers.
Rachel Forrest, head of brand marketing at The Works, said, “Tangerine really understands our audience, which is so important to us, but it is their ability to turn creativity into meaningful results that really stood out. We’re looking forward to seeing the campaign come to life.”
Mary Harding, co-CEO at Manchester-based Tangerine, added: “The Works is a household name with huge affection across the UK. Our job now is to build on that love, unlocking fresh relevance and reach through bold, effective creative that delivers real, measurable results.”
The account will be led by consumer business director Heather Kenny. The win adds The Works to Tangerine’s portfolio of retail and FMCG clients, which includes Iceland Foods, Essity, Horlicks and Specsavers.
