{"id":19101,"date":"2024-08-15T15:38:16","date_gmt":"2024-08-15T14:38:16","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=19101"},"modified":"2024-09-10T16:19:55","modified_gmt":"2024-09-10T15:19:55","slug":"thats-so-primark","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/primark\/thats-so-primark","title":{"rendered":"That&#8217;s So Primark"},"content":{"rendered":"<div class=\"lazyblock-text-full-width-Z153XF9 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <h3 style=\"text-align: left\"><b>Primark invites America to \u2018Fall in Love\u2019 in first US brand campaign \u2018That\u2019s so Primark\u2019<\/b><\/h3>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Today, <\/span><b>Primark<\/b><span style=\"font-weight: 400\">, the international clothing retailer that offers quality fashion at value prices, launched its first brand campaign in the United States, entitled \u2018That\u2019s So Primark\u2019.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z2CwO0 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/999136923?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-1VmIKq wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><span style=\"font-weight: 400\">The beloved Irish brand, founded in Dublin 55 years ago, has become a household name throughout Europe, with over 445 stores across 17 countries. Now as the retailer is working towards its American ambition of 60 stores in the US, Primark is introducing itself to American consumers and inviting them to fall in love with Primark\u2019s value, quality and style. \u2018That\u2019s So Primark\u2019 is an extension of the brand\u2019s global creative platform with an aim to educate Americans on what it means to be \u201cso Primark.\u201d<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z26RfT wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide  carousel--with-indicators  \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Primark-OOH-Int-Subway-PR-Image.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Primark-OOH-Int-Subway-PR-Image.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Primark-OOH-Subway-PR-Image.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Primark-OOH-Subway-PR-Image.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-1.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-1.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n                <ol class=\"carousel-indicators\">\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"0\" class=\"active\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"1\" class=\"\"><\/li>\r\n                              <li data-target=\"#imageCarousel\" data-slide-to=\"2\" class=\"\"><\/li>\r\n                            <\/ol>\r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-1clMYw wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        It\u2019s all about falling in love with the brand and its unique products again and again. \n        <cite>Brett Edgar, CEO at VCCP US<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>\n\n<div class=\"lazyblock-text-full-width-21hBJ1 wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    <p style=\"text-align: left\"><b>Michelle McEttrick<\/b><span style=\"font-weight: 400\">, <\/span><b>Global Chief Customer Officer at Primark<\/b><span style=\"font-weight: 400\">, said: \u201cAcross Europe, Primark is known as the place to shop for people who want to look good and feel good, without breaking the bank.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">\u201cPrimark is still relatively unknown in the US, so we want to spread the word to savvy shoppers that they don\u2019t need to sacrifice style if they\u2019re on a budget. Whether they\u2019re looking for head-turning statement pieces, or everyday wardrobe essentials, we want to give American consumers the chance to fall in love with their closet over and over again.\u201d<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">Created in partnership with creative agency, <\/span><b>VCCP<\/b><span style=\"font-weight: 400\">, the brand awareness campaign is rooted in two hero films.\u00a0<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">\u2018Window with a View\u2019 features alternating close-ups of two women as their faces draw closer and closer to the camera with each alternating shot. Finally, their faces smash into glass, and the full image comes into view. The women stand side by side before a Primark store, lovingly admiring the pieces behind the window rather than each other. Other women join them, longingly looking at the high-quality, low-price outfits that have made Primark a sensation over the years.<\/span><\/p>\n<p style=\"text-align: left\"><span style=\"font-weight: 400\">\u2018Fall Again\u2019 echoes that same anthem as a woman shops in a Primark store, the music swelling as she spins around the aisles with a striped sweater, followed by a slew of other pieces she loves, at prices she wants.<\/span><\/p>\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-video-1uO2PN wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/999435313?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-Z2jRHDs wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image.jpg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Primark-OOH-Bus-PR-Image.jpg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":57,"template":"","class_list":["post-19101","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"17271","hero_video":"","hero_image":{"ID":19104,"id":19104,"title":"_That's So Primark_ Hero PR Image","filename":"Thats-So-Primark_-Hero-PR-Image.jpg","filesize":975451,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/primark\/thats-so-primark\/attachment\/_thats-so-primark_-hero-pr-image","alt":"","author":"57","description":"","caption":"","name":"_thats-so-primark_-hero-pr-image","status":"inherit","uploaded_to":19101,"date":"2024-08-15 14:00:22","modified":"2024-08-15 14:00:22","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image.jpg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-1920x720.jpg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-1920x960.jpg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-768x768.jpg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-307x615.jpg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-768x960.jpg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-1200x630.jpg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-768x768.jpg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-768x384.jpg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image-307x615.jpg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"VCCP - Primark 'That's So Primark'","meta-description":"Primark invites America to \u2018Fall in Love\u2019 in first US brand campaign \u2018That\u2019s so Primark\u2019","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/08\/Thats-So-Primark_-Hero-PR-Image.jpg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":18270,"post_author":"57","post_date":"2024-05-21 11:06:02","post_date_gmt":"2024-05-21 10:06:02","post_content":"<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003ePrimark\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today revealed a refreshed look and feel for the brand, as it launches its new summer collection and campaign, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eViva Summer\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e. Primark\u2019s new brand world was developed with its global branding and creative agency partner \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe changes see the introduction of the \u2018Portal\u2019. A window into the world of Primark, which will be used across campaigns and the wider brand world; bringing everything Primark offers to life.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAs part of the updates, the new brand world includes a playful update to the iconic Primark logo, features a refreshed Primark blue, and a specially designed font. From today, customers will begin seeing the new brand across social, in direct communications and in store - with further rollouts planned for later this year.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"1Uib4I\",\"blockUniqueClass\":\"lazyblock-text-full-width-1Uib4I\"} \/-->\n\n<!-- wp:lazyblock\/two-column-images 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\/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Primark occupies a special place in our hearts and our high streets.\",\"quotee\":\"Gary Holt, Executive Creative Director at VCCP\",\"blockId\":\"ZVhrDR\",\"blockUniqueClass\":\"lazyblock-quote-full-width-ZVhrDR\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eMichelle McEttrick, Chief Customer Officer at Primark\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cMore than fifty years since we opened our first store in Mary Street, Dublin, we now have hundreds of stores across Europe and the US and we\u2019re getting ready to enter our 17th market with a new store in Budapest, Hungary, later this month. Our success and our ambitious growth plans have been driven by our commitment to delivering exceptional products at unbeatable prices. As we continue to grow and cement ourselves as a truly global brand, we want to ensure that wherever in the world you find us, you\u2019ll always get the same great unique Primark experience that you know and love.\u201d\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eGary Holt, Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cPrimark occupies a special place in our hearts and our high streets. It\u2019s also an innovative brand with big ambitions for growth; it\u2019s been amazing to work on the evolution of their brand world and we\u2019re excited to take the next step with them on their journey. The Primark Portal is a key element of this new world, which people will begin to see this summer across all channels alongside the refreshed logo and colour palette.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eViva Summer is Primark\u2019s biggest ever summer collection, offering seasonal styles that exude a vibrant coastal feel. From luxe swimwear to lightweight sleepwear, and breezy daytime looks to night-time glam, the retailer\u2019s Viva Summer range features bold prints alongside earthy neutrals across womenswear, menswear and kidswear.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eSince opening its first store in Dublin\u2019s Mary Street in 1969, Primark has grown into a global fashion leader with over 440 stores across 16, soon to be 17, markets worldwide. This year in Great Britain, Primark is celebrating 50 years on the British High Street, after it opened its first store in Derby in 1974. While affordability is at the heart of Primark, the business continues to evolve and transform to keep up with consumer needs and is committed to making more sustainable fashion affordable for everyone. The refreshed brand strategy reflects the retailer\u2019s international growth plans as it looks to reach 530 stores globally by the end of 2026.\u202f\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP was appointed as Primark\u2019s global branding and creative agency partner in August 2023, following a three-way competitive pitch process.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor more information or to browse Primark\u2019s latest collections, visit \\u003c\/span\\u003e\\u003ca href=\\u0022http:\/\/www.primark.com\/en-gb\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ewww.primark.com\/en-gb\\u003c\/span\\u003e\\u003c\/a\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"blockId\":\"io5DJ\",\"blockUniqueClass\":\"lazyblock-text-full-width-io5DJ\"} \/-->","post_title":"Viva Summer","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"viva-summer","to_ping":"","pinged":"","post_modified":"2024-08-11 12:26:19","post_modified_gmt":"2024-08-11 11:26:19","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18270","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17219,"post_author":"64","post_date":"2023-08-14 14:43:09","post_date_gmt":"2023-08-14 13:43:09","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cstrong\\u003ePrimark\\u003c\/strong\\u003e, the international fashion retailer, has appointed \\u003cstrong\\u003eVCCP\\u003c\/strong\\u003e as its global branding and creative agency partner following a three-way competitive pitch process.\\u003c\/p\\u003e\\n\\u003cp\\u003eAs Primark ramps up its expansion across new markets, channels and products and grows\u00a0\\u003cbr \/\\u003eits brand across Europe and the US, VCCP has been tasked with creating a global creative platform that brings the passion of the Primark brand to life through all its communications. Building on the foundations of Primark\u2019s brand strategy, purpose and values which the retailer has spent the last year developing, the platform will act as the springboard for Primark\u2019s campaigns, with the first campaign going live in key markets US and Germany imminently.\\u003c\/p\\u003e\\n\\u003cp\\u003eVCCP will work with Primark to create a powerful and differentiated 360 visual identity as well as developing its brand architecture and supporting the retailer to build out its communications and vision around Primark Cares, its strategy to become a more\\u003cbr \/\\u003esustainable and circular business by 2030. The global account will be run by both \\u003cstrong\\u003eVCCP London\\u003c\/strong\\u003e and \\u003cstrong\\u003eVCCP US\\u003c\/strong\\u003e.\\u003c\/p\\u003e\\n\\u003cp\\u003eThis follows the appointment of Michelle McEttrick last September to the newly created position of Chief Customer Officer with a remit to further develop the Primark brand and customer strategy.\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eCommenting on the partnership, \\u003cstrong\\u003eMichelle McEttrick, Chief Customer Officer at Primark\\u003c\/strong\\u003e said: \u201cWe are delighted to be teaming up with such a talented group of people as we take the Primark brand to the next level. Our brand is at different stages across our 16\\u003cbr \/\\u003ecountries and with plans to reach 530 stores by the end of 2026, ensuring a simple, consistent, and focused approach which allows flexibility in-market will be essential for our continued success.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong style=\\u0022font-size: revert;color: initial\\u0022\\u003eJulian Douglas, International CEO, VCCP said: \\u003c\/strong\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e\u201cVCCP\\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003e is thrilled to create a long term \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003epartnership with Primark, an iconic brand on the shopping streets of Europe with huge global \\u003c\/span\\u003e\\u003cspan style=\\u0022font-size: revert;color: initial\\u0022\\u003egrowth ambitions.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z293fPf\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z293fPf\"} \/-->","post_title":"Primark appoints VCCP as global branding and creative agency partner","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"primark-appoints-vccp-as-global-branding-and-creative-agency-partner","to_ping":"","pinged":"","post_modified":"2023-09-18 17:04:03","post_modified_gmt":"2023-09-18 16:04:03","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=news&#038;p=17219","menu_order":0,"post_type":"news","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":18807,"post_author":"57","post_date":"2024-07-17 10:34:12","post_date_gmt":"2024-07-17 09:34:12","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003ch5\\u003e\u00a0\\u003c\/h5\\u003e\\n\\u003ch5\\u003e\\u003cb\\u003eCo-op Group\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the UK\u2019s largest consumer co-operative, today launches a bold new brand platform and integrated campaign to remind the British public of its origins and values. Co-op is 180 years old and was the world\u2019s first consumer co-operative, and the new campaign and brand platform, \u2018Owned By You. Right By You.\u2019 was made in partnership with its creative agency \\u003cb\\u003eVCCP London\\u003c\/b\\u003e.\\u003c\/span\\u003e\\u003c\/h5\\u003e\",\"quote\":\"If You Were Inventing a Business Today, You\u2019d Invent Co-op\",\"blockId\":\"bRFnk\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-bRFnk\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"985146345\",\"blockId\":\"Z2EcF6\",\"blockUniqueClass\":\"lazyblock-video-Z2EcF6\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe \u2018Owned by You. Right By You.\u2019 campaign is launched as a new survey\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e reveals that over 50% of consumers admit they don\u2019t understand what it means when a business is a co-operative or a mutual and two fifths (42%) admit they don't understand what constitutes a co-operative, or how being part of one could benefit themselves and their communities.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new brand proposition highlights Co-op\u2019s membership model as its unique value. By reminding people that as the Co-op is owned by its members, the public, it can do right by people - this is central to the \u2018Owned By You. Right By You.\u2019 brand platform which will extend across all channels. The resulting brand world is designed to be deployed in a channel agnostic manner choosing from a huge range of messages which emphasise how Co-op\u2019s constitution and\u00a0 structure enables it to do good in all communities and for all its members and customers.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"FCWbl\",\"blockUniqueClass\":\"lazyblock-text-full-width-FCWbl\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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\/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA hero 60\u201d film, also titled \u2018Owned By You. Right By You.\u2019, has been created using stop motion with printed till receipts, and poses the question of how to create the perfect business. The voiceover by Michael Socha begins by stating \u201cIf you were inventing a business today, you\u2019d do right by people\u2026 all people\u201d, before highlighting Co-op\u2019s economic value - lowering prices on the things people actually buy - and its social value, investing in communities, schools and neighbourhoods.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eUnlike most other businesses, Co-op is owned by its members who each own a share and have a say in how it is run. Co-op was founded in the 19th century by the Rochdale Pioneers Society, based on the notion of ethical trading and belief that the profits of the business should be shared amongst members according to their purchases. Today, Co-op operates almost 2,400 food stores, over 800 funeral homes and provides products to over 6,000 other stores, including those run by independent co-operative societies and through its wholesale business, Nisa Retail Limited.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u200b\u200bThe new Government has acknowledged the huge contribution cooperatives can make to the economy and has pledged to double the size of the UK\u2019s co-operative and mutuals sector in its manifesto as part of its support for diverse business models which bring innovation and new products to the business sector. Research from Co-op indicates a growing public demand for more diverse models as over half of consumers (55%) are keen to see more co-operatives in business and would give them more backing.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"ZDPyD\",\"blockUniqueClass\":\"lazyblock-text-full-width-ZDPyD\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Co-op is a brand that has so much to say and does so much good that we wanted to share its incredible story.\",\"quotee\":\"Chris Birch and Jonny Parker, Executive Creative Directors at VCCP\",\"blockId\":\"1NqeM\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1NqeM\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eCo-op is owned by over 5 million members and has seen the highest influx of member-owners in seven years. It is committed to delivering value for its members and earlier this year announced its ambition to substantially grow the number of member-owners to 8 million by 2030.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eKenyatte Nelson, Chief Membership and Customer Officer at Co-op Group\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cAt Co-op, we have been proudly delivering a different way of doing business for 180 years. Now is the time to champion the co-operative model and demonstrate how it provides a solution to many of the challenges we face today. That is why we are on a mission to re-introduce Co-op\u2019s core values and principles to the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cThrough our \u2018Owned By You. Right By You.\u2019 campaign we will remind the nation that by simply shopping at Co-op as a member-owner, you get a say in how the business is run, lower prices on the products and services you need, and the opportunity to create better societal outcomes in the communities where you live.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eVCCP\u2019s global content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e worked with multi award-winning director \\u003c\/span\\u003e\\u003cb\\u003eSam Gainsborough\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eBlinkink\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to bring to life the new campaign film, Gainsborough\u2019s recent work includes a new promo for the Paris Paralympics and BBC\u2019s Square Eyed Boy.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe new campaign will run from today until 21st August, launching tonight in Coronation Street on ITV1 and STV with a bespoke introduction as part of ITV's Proud to Present. In an ITV first, we will tease the ad with the ITV logo turning black and white to look like a receipt, mirroring the campaign creative.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe integrated campaign will also run across other platforms including D\/OOH, press, radio, social and digital and is delivered in partnership with \\u003c\/span\\u003e\\u003cb\\u003eMullenLowe\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e for owned social, web and app, \\u003c\/span\\u003e\\u003cb\\u003eTeam ITG\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e for retail and POS and \\u003c\/span\\u003e\\u003cb\\u003eHalpern\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e for PR. The new brand identity featured across the campaign was developed over the past six months by \\u003c\/span\\u003e\\u003cb\\u003eSomeOne\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e as part of their wider four year relationship with Co-op. The media planning and buying was managed by \\u003c\/span\\u003e\\u003cb\\u003eCarat UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e (a Dentsu company). Delivering a high attention campaign in key broadcast and reach driving environments to tell the Co-op story and drive reappraisal was the key objective\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eChris Birch and Jonny Parker, Executive Creative Directors at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eadded:\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe are both lifelong superfans of Co-op so it\u2019s a dream of ours and an honour to have worked on this. Co-op is a brand that has so much to say and does so much good that we wanted to share its incredible story and to turn everyone else into superfans too. Co-op is an incredible business, run in a unique way - it stands alone in its own category in that respect - and it\u2019s never been more needed. If you were going to invent a business today, you\u2019d have to invent Co-op.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cb\\u003eFlora Kong and Simon Mayfield, Client Leads at Carat UK\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e,\\u003c\/span\\u003e \\u003cspan style=\\u0022font-weight: 400\\u0022\\u003esaid: \u201cWe\u2019ve worked with Co-op for nearly six years and it feels like all moments have led to this one. We\u2019re thrilled to have been able to collaborate with Co-op, VCCP and all of our agency partners to reintroduce Co-op to the UK and to demonstrate the value that they provide to communities right across the UK, bringing new and innovative media solutions to the forefront and making the Owned By You, Right By You creative work sing! It's been the ultimate act of co-operation.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp style=\\u0022text-align: left\\u0022\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eAlongside the ITV partnership, the campaign will air on C4 in the brand-new second series of Suspect, the popular psychological drama starring James Nesbitt. The campaign will be supported across BVOD, YouTube and premium cinema spots in films such as Fly Me to the Moon, Deadpool \\u0026amp; Wolverine to maximise attention. A hand painted mural in Manchester's Northern Quarter features on our outdoor plan as well as digital escalator takeovers in high footfall areas on the London Underground. To align with Co-op business values, WeAre8 will serve poll questions post our ad providing an interactive experience. Across press, we are launching with impact across a Metro cover. And to support linear audio, the use of smart speakers through Say It Now will seamlessly integrate a call to action to drive audiences to the Co-op membership page.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1UzKPN\",\"blockUniqueClass\":\"lazyblock-text-full-width-Z1UzKPN\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"It's been the ultimate act of co-operation.\",\"quotee\":\"Flora Kong and Simon Mayfield, Client Leads at Carat UK\",\"blockId\":\"2rLVB\",\"blockUniqueClass\":\"lazyblock-quote-full-width-2rLVB\"} \/-->","post_title":"Owned By You. 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