Freemans launches summer ad campaign

By

Nigel TAYLOR

Published
May 13, 2024

Digital department store Freemans is continuing its successful ‘Made You Look’ theme for its new summer ad campaign with the creative rolling out today (13 May).

The retailer said ‘Destination Summer’ “is all about positioning its digital platform as the ‘go to’ for customer’s needs whether at home or abroad throughout the season”.

It also showcases “the breadth of the offer across its expanding range of big-name familiar brands” including the recently added Sosandar, White Stuff, Little Mistress, Gola and ColorWow, backed by Freemans’ exclusive collections including the bonprix value fashion brand.

The summer iteration, of course, primarily focuses on swimwear, casual daywear, summer occasionwear, and outdoor living.

The campaign takes the viewer from a model reclining on a deck chair, cooling herself with a fan alongside two other bikini-clad models holding summer cocktails, through to a scene at the races followed by a BBQ and concludes at the airport.

Comedian Katherine Ryan provides the VoiceOver, saying: “So if you are headed to the beach, off to the races, or chilling in the back garden – shop the hottest summer styles, from the biggest brands all with free delivery.”

Chief Customer Officer Richard Cristofoli said: “Destination Summer is about ensuring the Freemans is front of mind for everyone's summer needs. For dressing up or dressing down across fashion and home [we have the] answer with our best ever range of big-name brands backed by product that is exclusive to us.”

The multimedia campaign stretches across owned channels, digital, paid social, Youtube and Pinterest.

The retailer, which last year announced that it had dropped its physical catalogue format, has been on an aggressive and fast-paced online transformation, “growing share ahead of the market and adding customer numbers as it emerges from its evolution as a digital pure-player”.