Guerilla Marketing BHS London

'We won't go down without a fight' - BHS marketing boss leads guerilla campaign to save retailer


By Jennifer Faull, Deputy Editor

May 10, 2016 | 3 min read

BHS last night (10 May) lit iconic London landmarks with the union flag bearing the slogan #SaveBHS in a guerilla campaign led by marketing boss Tony Holdway, who declared “we do not intend to go down without a fight.”

The 100-foot-tall images were projected on to sites including Marble Arch and Wellington Arch as well as the department store chain’s headquarters in Marylebone. The brand also tried to project the slogan on to Big Ben but was stopped by police.

The rallying call for support aimed to draw attention to the 11,000 staff that will lose their jobs if BHS goes under and also encouraged the public to back the 88-year old retailer that was forced to file for administration last month.

Holdway, the marketing and creative director of BHS, explained: “The #SaveBHS campaign speaks on behalf of the 11,000 staff at risk and our millions of customers all over the UK who do not want to see another British institution disappear from the great British high street.

“We have received overwhelming support from staff, customers and suppliers, since the announcement. These are people who have shopped with us, worked with or for us, often for many years, and always saw BHS as a permanent fixture on their high street.

“We ask that everyone join us in support of British Home Stores, tweet or Instagram us with your messages using #SaveBHS. We do not intend to go down without a fight.”

BHS’ entry into administration last month marked the biggest loss to the high street since Woolworths went bust in 2008. It is still on the hunt for a potential buyer to save the 164 stores across the UK.

Meanwhile, investigations into a £571m pension blackhole are being investigated, with the spotlight now on former owner and Arcadia Group boss Sir Philip Green, who sold BHS to investors for £1 in 2015.

Guerilla Marketing BHS London

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