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Specsavers Brand Strategy Marketing

Specsavers focuses on store-ownership in witty campaign


By John Glenday, Reporter

March 31, 2023 | 4 min read

The optical retail chain talks up how its opticians own their stores – hinting at the quality of service that comes with that.


Specsavers brings its partnership model into focus with a series of short films

Specsavers has mounted a national campaign showcasing its partnership model, espousing the benefits this brings to consumers.

Espousing a traditional focus on products and ophthalmologists brings warmth and humor to the healthcare brand by showing that there is more to the high street brand than glasses and eye tests.

‘Your Care is Our Business’ elevates the locals who run individual stores, beginning with a six-week TV campaign where staff members are the stars of the show.

The twist campaign begins with people discussing who they have a great relationship with, only for it to be revealed that they are talking about their Specsavers optometrist and audiologist via a suggestive turn of phrase that substitutes double vision for double meaning.

Featuring references such as “He has this way of looking into my eyes” and “Before I met her, my life was a total blur”, the light-hearted message will be followed by radio, press, out-of-home, digital, YouTube, podcast and social appearances.

Victoria Clarke, marketing services director at Specsavers, remarked: "The Your Care is our Business campaign has been created to drive brand reappraisal by highlighting the level of expertise and care that each Specsavers partner brings to the job, owning their own business within their local community.”

The advert follows hot on the heels of ‘I Don’t Go’, a campaign that highlighted Specsavers’ home visit service.



Marketing services director: Victoria Clarke

Head of connections planning, media and insights: Ian Maybank

Marketing strategist: Aimee Legge

Content marketing lead: Sonya Mooney

Senior marketing manager optics: Simone Roberts

Media strategist: Vicky Norman

Creative agency: The Agency, Specsavers

Managing director, The Agency: Nicola Wardell

Lead client partner: Felicity Pelly

Creative director: Richard James

Creatives: Bertie Rapkin, Jon Morgan

Creative strategist: Polly Evelegh

Agency producer: Sam Lock, Matt Thomas

Media company: Manning Gottlieb OMD

Prod co: Academy Films

Director: Vince Squibb

Producer: Mark Whittow-Williams

Editor: Paul Watts @ The Quarry

Post-production: Electric Theatre Company

Audio post-production: Simon Capes @ Soho Square Studios

Specsavers Brand Strategy Marketing

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