Primark intensifies its US presence with a targeted campaign.
- The retailer began its American journey in 2015 with a Boston store.
- The ambitious goal is 60 US stores by 2026, with 25 currently open.
- “That’s So Primark” campaign aims to boost brand recognition.
- The campaign features engaging films highlighting Primark’s unique shopping experience.
Primark has embarked on a strategic initiative to enhance its visibility in the United States through the “That’s So Primark” campaign. This effort is part of a broader ambition to expand its footprint in the American market, aiming for 60 operational stores by 2026, building upon the current count of 25.
In 2015, Primark ventured into the US market with the opening of its flagship store in downtown Boston. The next milestone in this expansion is set for August 29, with a new store opening at the Florida Mall in Orlando. This strategic location choice underscores Primark’s commitment to extending its reach across key American markets.
According to Michelle McEttrick, Global Chief Customer Officer at Primark, “Across Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank.” This ethos is central to their US strategy, seeking to communicate that style does not necessitate a hefty price tag, especially to budget-conscious consumers.
The campaign, realised in partnership with creative agency VCCP, revolves around two core films. “Window with a View” captures scenes of women admiring store window displays, illustrating the allure of Primark’s fashion. Meanwhile, “Fall Again” portrays the joy and spontaneity of a shopping experience, as depicted through a woman’s playful spins among aisles, choosing attractive items.
Deployed across various platforms including connected TV, streaming services, digital and social media, as well as radio and out-of-home channels, the campaign is designed to comprehensively reach its audience. Brett Edgar, CEO of VCCP US, expressed that “Primark offers a shopping experience unlike any other, and it’s imperative that US consumers discover what makes it exceptional.”
The “That’s So Primark” campaign reflects the retailer’s commitment to making a significant impact in the US market through innovative marketing and strategic expansion.
