High street jeweller Fraser Hart is readying for a repositioning of the brand, which will see it invest heavily in a number of above-the-line campaigns later this year.
It has appointed creative agency ODD to manage the strategy and creative, tasking the team to develop the new positioning.
Jeff Jones, the retailer’s head of marketing, said: “Having just celebrated out 80th Christmas, we look forward to continuing to serve our existing customers as well as introducing Fraser Hart to those new customers who are yet to discover the brand.
“We are delighted to be working with ODD who have displayed a strong understanding of what we want to achieve and we look forward to continuing our new journey together.”
The agency was behind its Christmas campaign and in a further drive to boost awareness and footfall, another marketing push will come this spring.
Simon Glover, co-founder and managing director of ODD, added: “With the company’s passion for its people and craft, we’re excited about the potential we believe the brand possesses.”