RetailAnalysis
16 March 2017
Sainsbury's trials weather activated advertising

Sainsbury's has launched a responsive outdoor advertising campaign for its clothing range that uses Met Office data to show images of weather appropriate Tu products.

Clothes to match the weather

The new campaign aims to address the challenge of aligning seasonal clothes with the British weather and communicate that "Tu has the right outfit for the right moment", according to the agencies behind the launch. The campaign will vary the products shown depending on the weather, with appropriate products shown on sunny, dry, wet or windy day using a feed from the Met Office. The ads will run on outdoor media, such as bus shelters, until March 26th.

Developing a more compelling clothing offer

The activity is part of a broader push by Sainsbury's to expand its clothing business, which includes the hiring last month of Portas Agency, the creative agency of retail guru Mary Portas.  This follows the launch of Tu Premium last year, a womenswear brand that aims to rival brands such as Hobbs and Whistles, and the addition of men's sportswear brand Admiral Performance. Sainsbury's is also about to launch a high fashion Tu collection in almost 200 stores this Sunday, designed by a fashion graduate under the guidance of designer Holly Fulton. Collectively, these moves should help Sainsbury's build on the 5% growth in clothing it achieved in Q4. For more on these results click here.

Sainsbury's Trade Briefing 2017: Bookings are open for Sainsbury's biggest supplier event of the year, on June 13th. It's your chance to hear direct from the leadership team about Sainsbury's strategic vision and grow your business with the retailer. For more details and to secure your place,click here.

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