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By Jennifer Faull, Deputy Editor

April 9, 2015 | 1 min read

Matalan has positioned itself as a modern family brand in its latest campaign.

Marking its 30th anniversary, the nationwide activity launched today with a 60-second TV ad.

It features real life families – 86 people and a dog in total – from across the UK and plays out to a poem recited by Roger McGough CBE.

Marketing director Lee Pinnington said:“We really wanted to create something that was made by and for modern families and resonates with everyone at home as much as it did for the team when we were casting and shooting the advert.”

Creative agency Libertine London, Mission Media and Pentagram developed the campaign.

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