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Matalan reveals new brand positioning in McCann TV campaign


Matalan will reveal its new brand positioning this weekend with its Real Life Ready campaign.

Created by McCann Manchester, the new direction marks a “step change” for the business as it aims to own “real style everyday.”

“Since our foundation 35 years ago, Matalan has been proud and passionate about offering real value and quality to all our customers, it’s what we do each and everyday,” explained Jason Hargreaves, Chief Executive Officer at Matalan.

“Our new brand positioning, ‘Real Life Ready’ encapsulates this commitment brilliantly.  You will be seeing a bolder, more confident Matalan, one that will resonate with both existing and new customers alike.”

The 60second commercial, which has been produced by Merman, will debut this weekend on ITV

It will be supported by press, digital, cinema, social, owned channels and in-store POS. 

“Real Life Ready is fiesty and confident in its tone. The aspirational realness is rooted in brand truths and the retailer’s core value and quality messages shine through. We are positive it will demonstrate empathy with the audience and build brand love,” added Richard Aldiss, Managing Director at McCann Manchester.

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