Sainsbury’s Tu

Partnerships

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.

WE CREATED 32 PIECES OF CONTENT THAT WERE READ 3.78M TIMES

AS A RESULT 50% OF GRAZIA READERS THOUGHT OF TU AS A CREDIBLE FASHION RETAILER

RESULTS

All digital content across Elle & Red smashed benchmarks with native articles reaching dwell times x5 higher than the Hearst benchmark.

97% of Grazia respondents had something positive to say about Tu after seeing the campaign and a phenomenal 9 out of 10 took some kind of action as a result - 1 in 3 an actual purchase.

The campaign started to shift opinions – over a third of Grazia readers said the campaign had changed how they think about Tu and nearly 1 in 2 now think it is a credible fashion retailer.

CREDITS

Associate Creative Director

Rebecca Rowntree

Creative

Madina Paulig

Senior Strategist

Flora Macmillan-Scott

Parnterships

John Walker & Sam Duncanson

Designer

Ben Jewkes

Project Manager

Stephanie Rusden

Account Handler

Ruth Griffin

Media agency

PHD

Senior Account Manager

Sarah Kennedy