Fenwick embarks on a campaign to empower personal style preferences.
- The ‘Find your taste, find your world’ initiative features diverse characters and a playful tone.
- Mia Fenwick highlights the brand’s cultural significance with innovative strategies.
- Interactive in-store installations offer customers a unique ‘taste’ experience.
- Tristan McAllister contributes to the innovative campaign concept.
Fenwick, the esteemed department store, has unveiled an ambitious advertising campaign titled ‘Find your taste, find your world’, aimed at empowering customers to embrace their personal style preferences. This campaign, reflecting a playful and creative approach, highlights the diversity of individual tastes through a series of advertisements featuring an array of characters, including a dog, to demonstrate varied fashion expressions.
Mia Fenwick, the chief marketing officer and deputy executive chair, remarked on the cultural relevance and enduring presence of the Fenwick brand within the UK’s fashion scene. She stated, ‘Last year, our aim with the ‘Quiet no more’ campaign was to make it loud and clear: the Fenwick brand has long been a mainstay in the fashion and cultural scenes across the UK.’ This autumn, Fenwick enhances its brand identity with a cheeky photo campaign and immersive in-store experiences designed to captivate customers.
The immersive element of the campaign features a bright green installation set up in each of Fenwick’s eight stores. This creative setup invites customers to engage physically by stepping into an area called the ‘Department of Taste’, where they can sample sweets shaped and coloured like emeralds, offering a literal taste of the campaign. These installations are temporary, remaining in place until the 16th of October, providing a unique, limited-time experience that aligns with the campaign’s objectives.
Tristan McAllister, the founder of consultancy At Large, collaborated with Fenwick to develop this campaign. He described the initial activation as a literal taste experience, emphasising the campaign’s interactive aspect by inviting customers to experience the ‘Department of Taste’ and sample edible treats in a novel, sensory engagement with the brand.
Fenwick’s campaign successfully melds creative advertising with interactive customer experiences to celebrate individual tastes.
