Primark, an international clothing retailer renowned for quality fashion, has launched its first-ever brand campaign in the United States. Through ‘That’s So Primark’, the Irish brand is introducing itself to American consumers. The campaign is an extension to Primark’s global creative platform.
Michelle McEttrick, Global Chief Customer Officer at Primark, says the retailer is known as the place to shop for people who want to look and feel good without breaking the bank. “Primark is still relatively unknown in the US, so we want to spread the word to savvy shoppers that they don’t need to sacrifice style if they’re on a budget,” she explained. “Whether they’re looking for head-turning statement pieces, or everyday wardrobe essentials, we want to give American consumers the chance to fall in love with their closet over and over again.”
Primark roped in creative agency VCCP for the campaign ‘That’s So Primark’ and so the emergence of two ad films. Brett Edgar, CEO of VCCP US, said Primark is unlike any other shopping experience. “We wanted to show American consumers what the hype is all about across the pond, and that they don’t have to settle during their shopping experience. It’s all about falling in love with the brand and its unique products again and again.”
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