Retailer celebrates summer moments in style

British fashion and homeware retailer, Matalan, launched its summer campaign this weekend. Love the Summer hit screens last night and has a top spot in ITV’s Coronation Street break tonight at 8.45pm.

Running through to 31st July, the campaign is a seasonal execution of the Real Life Ready platform launched last Spring and showcases how Matalan’s range of clothes make you feel as good as you look. In fact, that good, that it’s easy to get distracted from daily tasks when you catch a reflection of yourself.

Created by McCann Manchester, Love the Summer is being supported across press, digital and social. The spots (30, 20 and 10) represent those everyday moments for its savvy, 35 plus Mum audience who are juggling a million balls and spinning a thousand plates, but still want to look good and feel great, all for an affordable price.

Love the Summer aims to place greater emphasis on the quality credentials of Matalan’s summer collection.

Set to the Buddy Holly track, Love True Ways, the spots shot in traditional British summer settings will create the social optimism the country has been longing for. Jeff Howarth, Director of Marketing at Matalan said: “The last 12 months have been tough on everybody and we know our customers are looking forward to getting back to a bit of normality. Whatever families summer plans are this year, Love the Summer represents a very true and very real British summer for 2021, all with a little Matalan humour thrown in.”

Executive Creative Director, Imogen Tazzyman from McCann Manchester concluded “Everyone knows that moment where you just suddenly catch yourself and realise you look and feel great. Matalan can give everyone that feeling this summer - whatever real life has in store for you.