Sainsbury’s Tu

How do you make a supermarket apparel brand have the same appeal as a high street fashion brand? This was the dilemma facing Sainsbury’s whose Tu brand was the sixth biggest retailer but still thought of as ‘just’ supermarket clothes. Drum came up with a new approach that made its fashion credentials irrefutable – Tu needed to start behaving like a culturally relevant fashion brand. We created a Tu brand that was distinct from Sainsbury’s, with its own story based on TU’s quality, fashion and design that could be applied across print, digital and social. Fashion history was made when Tu became the first supermarket-owned clothing line to form a media partnership with the power fashion title ELLE magazine. Further partnerships with Red and Grazia pushed Tu’s quality, fashion and design credentials to a wider audience still. London Fashion Week then provided the opportunity to host Pop-Up spaces with masterclasses and trend talks.

This comprehensive repositioning for Tu as a standalone fashion brand was a great success and, with over 72 piece of content produced over the past year, the partnerships proved the perfect combination. Recall of the print work stands at 60 per cent, reaching a high of 93 per cent for those exposed across print, digital and social. These content partnerships helped to build the image of Tu as a genuinely relevant and fashion forward brand: 35% agree that Tu ‘is a brand for me’ vs 28% pre-campaign, 29% agree that Tu is ‘trendy’ vs 16% pre-campaign. Perhaps the biggest testament to the effectiveness of this content-led approach is in how it has driven traffic and footfall to Tu’s own channels; 30% of those recalling the campaign purchased an item online and 31% purchased in store.

CREDITS

Associate Creative Director

Rebecca Rowntree

Senior Strategist

Flora Macmillan-Scott

Designer

Ben Jewkes

Account handler

Ruth Griffin

Creative

Madina Paulig

Parnterships

John Walker & Sam Duncanson

Project Manager

Stephanie Rusden

Media agency

PHD