Matalan unveils its new brand positioning this weekend. Real Life Ready, launches tomorrow, (Saturday 7th March) with the showcase of its new TVC on ITV during primetime (8.05pm).
The 60 second ad shows a colourful mix of scenarios the audience will be able to relate to, from a Mum stepping out in style on the school run, owning it at work whilst spinning a thousand plates, to a couple getting ready for a date night.
The value fashion and homeware retailer’s new creative direction has been created by McCann Manchester and marks a step change for the business. It celebrates bringing a sense of style to the everyday and is the biggest rebrand in its 35 year history.
Real Life Ready is a fully integrated and multifaceted brand strategy and will be launched internally and externally across the business running across press, digital, cinema, social, owned channels and in-store POS. The new TV strategy will run across 2020.
Jason Hargreaves, Chief Executive Officer at Matalan commented:
“Since our foundation 35 years ago, Matalan has been proud and passionate about offering real value and quality to all our customers, it’s what we do each and everyday. Our new brand positioning, ‘Real Life Ready’ encapsulates this commitment brilliantly. You will be seeing a bolder, more confident Matalan, one that will resonate with both existing and new customers alike.”
Richard Aldiss, Managing Director at McCann Manchester comments on the campaign: “Real Life Ready is fiesty and confident in its tone. The aspirational realness is rooted in brand truths and the retailer’s core value and quality messages shine through. We are positive it will demonstrate empathy with the audience and build brand love.”
Matalan appointed retail specialists McCann Manchester in May 2019 as its lead creative and strategy agency.