House of Fraser continues TV push with Meme-based campaign

House of Fraser has launched an ad campaign to promote its upcoming in-store event, which will mark the second time the retailer has turned to TV in recent months following an 11-year hiatus.

Created by 18 Feet & Rising, which won the pitch to take on all above-the-line creative and strategy for the retailer in 2014, the campaign comprises a selection of humorous meme-like scenarios set around customers' habits at House of Fraser brand events.

These include a 'slow and steady' shopping style versus those who favour a no 'dilly-dallying' method of shopping.

The TV creative includes a series of GIFs which convey the different emotions that customers may experience whilst shopping at the House of Fraser event.

Tony Holdway, director of brand at House of Fraser, commented: “The creative strikes a smart balance between immediate commercial activation and a long term brand building campaign. By using shopping truisms from our customer research, 18 Feet & Rising has created an insight rich campaign with a relatable wit and humour that will resonate with our core audience and garner wider cut through.”

The campaign kicked off earlier this week and will run across TV, Radio, out-of-home and online. House of Fraser will also support the campaign with PR, social and in-store activity.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.