House of Fraser unveils 'Be you, no matter who' positioning with first brand TV campaign in over a decade

House of Fraser’s first brand TV campaign in over a decade is to launch this weekend with spots during the X Factor and I’m a Celebrity Get Me Out of Here on ITV.

‘Be you, no matter who, this Christmas’ was created by 18 Feet & Rising and features models talking to the camera as if at a casting session. The documentary style film sees the models discussing Christmas gifting and how they are looking forward to the festive seasons.

The models then nominate someone special to them who arrives on camera to be surprised by the perfect gift.

Tony Holdway, director of brand at House of Fraser, explained: “We’re so excited to present a fresh and original multichannel campaign that will resonate with customers as they shop for the perfect present this Christmas. By showing real loved ones sharing gifts we’re positioning House of Fraser as the destination for fashionable gifting no matter who you’re shopping for.”

In addition to running in 60, 40 and 20 second spots on television, the advert will also feature on video-on-demand and online platforms as well as social channels Instagram and Twitter. Goodstuff has handled the media for the campaign.

Jonathan Trimble, chief executive at 18 Feet & Rising, added: “It’s great to see House of Fraser back out there in such a strong and authentic way.”

The campaign, directed by Jennifer Vendetti, is the first to carry the retailer’s new positioning ‘Be you, no matter who’.

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