Primark unveils first US campaign: ‘Fall in Love’

 Irish fashion retailer Primark has officially entered the US market with its debut brand campaign, "That's So Primark." Developed in collaboration with the creative agency VCCP, the campaign is designed to raise brand awareness and introduce American consumers to Primark's unique value, style, and quality.

Founded 55 years ago in Dublin, Primark has grown into a household name across Europe, with over 445 stores in 17 countries. As the retailer works towards expanding its presence in the U.S. with a goal of 60 stores, the ‘That’s So Primark’ campaign marks a significant step in its American journey, inviting shoppers to discover and fall in love with the brand.

“Across Europe, Primark is the go-to destination for shoppers looking to look good and feel good without breaking the bank,” said Michelle McEttrick, Global Chief Customer Officer at Primark. “In the U.S., we want to spread the word to savvy shoppers that they don’t need to sacrifice style for affordability. Whether they’re after statement pieces or everyday essentials, we want to give American consumers the chance to fall in love with their closet over and over again.”

The campaign, which kicks off today, features two central films created by VCCP:

·         ‘Window with a View’: This film captures two women whose faces draw closer and closer to the camera, only to reveal that they are admiring the fashion on display in a Primark store window. The imagery emphasizes the allure of Primark’s high-quality, low-price outfits.

·         ‘Fall Again’: Echoing the same theme, this film follows a woman as she joyfully shops at Primark, spinning through the aisles with various pieces she loves, all at prices she desires.

Brett Edgar, CEO at VCCP US, commented: “Primark offers a shopping experience unlike any other, and it's time for more U.S. shoppers to experience that. Our goal was to showcase what makes Primark a sensation across the pond and to demonstrate that Americans don’t have to compromise on their shopping experience. It’s about falling in love with the brand and its products again and again.”

The ‘That’s So Primark’ campaign is set to roll out across various platforms, including CTV, OTT, digital, social media, radio, OOH, and digital channels.