For Primarkit’s big and it’s groundbreaking. The value fashion/lifestyle giant has revealed its all-new summer collection and campaign “celebrating elevated summer style at unbelievable prices”.
It introduces the brand’s seasonal collection across UK and US markets and, for the first time in the brand’s history, Spain.
Called ‘The Get Away’ from the brand’s ‘That’s So Primark’ platform, it’s just launched across many media avenues to drive “full-funnel efficiency.”
The campaign deploys a multi-channel mix of OOH, cinema, CTV, OLV (YouTube), and Social (Meta & TikTok) and premium out of home, marking Primark’s “first ever brand campaign launch in the market, with activity designed to deliver broad national visibility and cultural impact throughout the season.”
Following on from recent campaigns ‘Shockingly Chic’ and ‘In Denim We Can’, it sits within the brand’s “wider strategy to attract style-conscious shoppers by strengthening Primark’s reputation for style, quality and value.”
The campaign features eight hero looks, outfits that fit in “whether you’re heading abroad, staying local or simply dressing for the feeling of sunshine this summer.”
The collection features standout pieces such as a striped embroidered maxi dress (£20), finished with wave-inspired detailing. Embroidered separates included cotton floral embroidered shorts (£14), matching waistcoat (£16) and trousers (£18), a cotton striped smock dress (£20), complete with puff sleeves and a tiered skirt. The collection is finished with accessories, swimwear and matching family looks.
In “playful Primark spirit”, ‘The Get Away’ “leans unapologetically into the cinematic world of the heist movie, bringing to life the idea that with Primark, customers can get their hands on elevated summer looks that have no business looking as good as they do at that price.”
Directed by Tom Green through production company Stink Films, in collaboration with VCCP’s global content creation studio Girl&Bear, the film follows “an impossibly chic trio of friends on a high-octane girls trip… reimagining Primark in a glossy, Hollywood-style heist world.”
They sneak into a private members’ club, (“their high-style Primark outfits ensuring they look the part”). However, the trio are caught red-handed, and dash away… as if pulling off an impossible diamond heist, the girls navigate the maze-like backstreets, trailed by the hotel concierge.
Finally, he catches up with the friends: much to their surprise, instead of reprimanding the group, he simply returns one of the girl’s bags, left behind in their rush to get away.
Primark said the media campaign was built on the insight that “travel is a key trigger, prompting shoppers to rethink their wardrobe.” It focuses on key summer behaviours, from “holiday and summer search” moments, where audiences actively seek inspiration and advice, to “summer binge” viewing, when they are most engaged with content.
Looking in more detail at the channels and locations in which the campaign will be seen, apart from connecting with audiences across TikTok, BVOD, YouTube and premium out of home, it includes first-time placements across London’s Underground’s Central Line, an elevated site at Tottenham Court Road (close to the brand’s London flagship) and OOH across train stations throughout the UK.
Wider TV activity includes placements around some of Spain’s most “talked-about programming”, including El Hormiguero and La Isla de las Tentaciones, “helping establish Primark’s summer fashion credentials at scale.”
This is complemented by “show-stopping” OOH executions across key Spanish cities, including large format digital sites, bus wraps and metro stations, “keeping the brand highly visible throughout the summer sunshine.”
Wendy Duggan, marketing director at Primark, said: “We wanted to put our summer style credentials front and centre, showcasing fashion-forward pieces designed to rival the high street’s most coveted looks – without the high price tag. This campaign celebrates that gleeful feeling when you find a look you love at a price you can’t quite believe, all wrapped up in a playful, cinematic world full of humor and fun.”
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