Primark is actively expanding its presence in the United States, having launched its first campaign in the region.
- The initiative is part of an effort to bolster brand awareness among American consumers.
- Primark aims to grow its footprint to 60 stores across the US by 2026, starting with a new opening in Orlando.
- Two promotional films headline the campaign, showcasing the unique Primark shopping experience.
- The campaign spans multiple media channels including digital, social, and radio platforms.
Primark has initiated its inaugural campaign in the United States, aiming to increase brand recognition among American consumers. This new effort marks Primark’s strategic approach in expanding its presence and establishing a foothold in the US retail market.
Launching its first flagship store in Boston in 2015, Primark currently operates 25 stores in the United States and is targeting an increase to 60 stores by 2026. The next store opening is slated for 29th August at the Florida Mall in Orlando.
The campaign, entitled “That’s So Primark,” is crafted in collaboration with creative agency VCCP. It features two central films designed to captivate American audiences and demonstrate Primark’s unique retail offerings.
The first film, “Window with a View,” depicts a group of women enthralled by the stylish displays within a Primark store window. The film captures the excitement and allure of Primark’s fashion offerings, drawing viewers closer to the brand’s essence.
The second film, “Fall Again,” follows a woman’s engaging shopping journey through Primark, encapsulating the distinctive shopping experience that the retailer offers. Both films are integral to conveying the brand’s appeal and affordability without sacrificing style.
Brett Edgar, CEO of VCCP US, articulates the campaign’s goal: to enlighten American consumers about Primark’s distinctive shopping experience, which is lauded across Europe.
The campaign, which commenced on 12th August, utilises an array of media platforms such as connected TV, streaming ads, digital, social media, and radio, ensuring a broad reach and significant impact.
Primark’s inaugural US campaign aims to significantly enhance its brand awareness and market presence.
