Sales were falling. Competition from budget retailers and supermarket own brands was increasing. Matalan wanted to redefine what it stood for.
We talked to customers. We discovered real people, with real families. Cost-conscious, on a budget. But Matalan, with its range of products and good value, helps.
We developed the ‘Made for Modern Families’ campaign – celebrating all that’s great about families, of all types, in today’s world, set to a poem by Roger McGough.
Matalan’s best recalled ad ever. It re-discovered Matalan’s brand essence for existing customers and helped convert new ones, creating a sharp uplift in sales.