Sainsbury's launches Tu Clothing campaign, 'real people' are the stars

By

Sandra Halliday

Published
Jul 5, 2017

One of the earliest changes for the Sainsbury’s Tu Clothing line following the appointment of Portas as its creative agency is being seen this month as it launches a new UK-wide campaign.

The work also comes along with a complete refresh of its in-store communications, content and social media.
 
Tu is currently the sixth largest clothing brand in the UK and has eight million customers. This week the supermarket giant said it’s clothing sales rose over 7% in Q1 alone.

The campaign introduces a new brand proposition and creative direction that “challenges the traditional codes of high street fashion brands.” Called ‘Be You’ it’s based on the philosophy that fashion isn’t the most important thing in people’s lives – but it can give them confidence, change how they see themselves and make them feel good.

“It’s designed to empower customers to be themselves and express their unique individuality through the clothes they wear,” Portas said.
 
To bring this idea to life, the retailer and the agency said they “waved goodbye to the conventions of traditional fashion campaigns” and decided to use real people instead of fashion models.

Captured in recognisable British locations instead of exotic destinations, the campaign features people of different ages, sizes and backgrounds and is intended to be both “uplifting and celebratory.”

It runs from this week until September 3 in print, digital and outdoor locations.