Matalan is rolling out its latest brand campaign as it looks to build on its “Style for Every Moment” platform and strengthen its appeal with core customers ahead of the key Summer trading period.
Launching today, the campaign marks the next phase of the Merseyside retailer’s brand activity, with an expanded media mix spanning TV, online video, cinema, out-of-home, print, digital and social. It is also being supported across owned channels including stores, CRM and loyalty.
At the centre of the campaign is a new TV advert, created by Ocurens and directed by Benjamin Lennox, which builds on the Spring creative by continuing to follow Matalan’s core female customer through everyday life, this time with a summer focus.
While the narrative remains centred on the same customer, the latest execution introduces more moments involving family and loved ones, including seasonal scenarios such as holiday shopping.
The campaign forms part of a wider effort to shift perception of the brand, positioning Matalan as a destination for style as well as value, while aiming to improve consideration and reinforce associations with everyday style, quality and affordability.
Featured products include holiday-ready co-ords, lightweight dresses and casual summer separates, alongside family-focused ranges, with prices starting from £8. Items featured in the TV advert are available online and in-store from today.
Eilidh MacAskill, marketing director at Matalan, said: “Style for Every Moment has given us a brand foundation, and this Summer campaign is about taking that a step further.
“We’re continuing to show up in a way that reflects real life for our customer, while evolving the creative to feel more seasonal, more confident and more aspirational. At the same time, we’re increasing the scale and reach of the campaign to ensure we’re showing up where it matters most.”
The rollout also introduces new channels for the brand, including cinema and digital out-of-home advertising, as it looks to extend reach.
As part of its social strategy, Matalan is partnering with SheerLuxe and Who What Wear on a series of social-first activations, including video content, curated edits and shoppable integrations across TikTok and Instagram, supported by paid amplification and digital display.
The campaign has been developed in partnership with Ocurens, with art direction led in-house by Becky Pritchard, and is supported by a full suite of campaign imagery, digital assets and a Summer press pack.
It is now live across the UK.
