ODD debuts global ‘Supermarket Woman’ campaign for Tesco’s F&F brand

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Tesco’s F&F is placing itself firmly on the fashion map with the launch of ‘Supermarket Woman’, the brand’s first global campaign created by ODD.

The campaign introduces the brand’s new ‘Supermarket Woman’ campaign platform, which celebrates the fact that F&F clothing is found in Tesco’s shopping aisles.

The aisle is the place where kaftans and flip-flops break up the humdrum of the shopping list. And it is where ‘accidental’ dresses get bought by customers who had only popped out for a pint of milk.

The TV ad at the campaign’s heart takes the form of a fashion shoot for the brand’s Spring/Summer range, set against the backdrop of supermarket shelves blocked out with bright colours. Playful end lines such as: “I was only looking for ice cream” – highlight the value and convenience aspects of the F&F brand across a collection of ads.

Designed to appeal to women who love fashion, are confident in their taste and haven’t forgotten fashion’s fun side, the ‘Supermarket Woman’ campaign was created by London-based creative agency ODD. Comprising TV, digital, print and out of home platforms, the campaign also includes an always-on social strategy.

‘Supermarket Woman’ is the first work for the brand by ODD since the agency won the account in October last year.

Chris Other, global brand & marketing director at F&F, said: “We are extremely pleased with the new campaign direction, which creates a real step-change for F&F, highlighting the brand’s fashion credentials while celebrating its home within Tesco’s supermarkets.”

Nick Stickland, co-founder & executive creative director at ODD, said: “We wanted to bring alive the fact that F&F represents the fun part of the supermarket shop in a stylish and attractive way, while also making the brand stand out against the competition.”