Littlewoods Trinny & Susannah campaign
Littlewoods, a well known but often misunderstood home shopping brand, wanted to rekindle an affection in the hearts of a new generation of more upmarket, fashion-conscious families. The big question was ‘how’?
Audience Insight
Bulging bingo wings, exposed G-strings, tight jeans on fat bums. One walk down any High Street reveals that a large proportion of the British public need help deciding what to wear. Qualitative and quantitive research revealed that the public trusted and respected self-styled gurus fashion Trinny & Susannah – a fact borne out by their high rating TV shows – and accepted their no-nonsense advice in relation to their own wardrobe.
The Big Idea
Littlewoods signed an exclusive deal with Trinny & Susannah to be the long-term face of the company. Working through the core values of both the Littlewoods brand and the T&S franchise, we developed a platform based around the proposition: ‘Littlewoods and Trinny & Susannah – helping to dress Britain better!’
The Execution
prego* created a campaign capable of stretching to both internal and external audiences, regardless of media.
An external campaign communicated Littlewoods as the place to go for failsafe fashion advice from trusted experts – whilst internal communications activity explained this new positioning to staff and rationalised Trinny & Susannah’s involvement.
