Primark is highlighting the great value that can be found across all of its essentials with the launch of a new campaign ‘Never Basic’. The campaign, which will run across all 462 stores in 17 markets alongside Primark’s social channels, celebrates how wardrobe essentials at Primark are anything but basic when it comes to quality, style and price.
The campaign features spring/summer wardrobe essentials from Primark across mens, womens and kids ranges including 100% cotton tees and shorts, to camis made from Recover™ recycled cotton, with prices starting from €2.50.
As part of the new campaign, Primark’s window displays and social channels will highlight some of its best-loved products which bring to life the campaign message of ‘never basic’. This includes wardrobe staples such as the Women’s Recover™ Cotton Stretch Cami (£2.00 | €2.50 | $3.00) and Men’s 100% Cotton regular T-Shirt (£2.50 | €3.00 | $4.00), along with beloved comfort staples like the Women’s 100% Cotton waffle shorts (£4 | €4.50 | $5.50) and Men’s Cotton-Blend Crew Neck Sweatshirt (£7.00 | €9.00 | $9.00)
Michelle McEttrick, chief customer officer, Primark, said: “Customers everywhere are seeking value like never before and more than half of consumers across our 17 markets say they’re not expecting their personal finances to improve in the coming months. In our Never Basics campaign, we want to challenge the perception that low prices mean compromising on quality and demonstrate you don’t need to spend more to get great looking basics you can wear over and over again.”
Devised by creative agency VCCP, the ‘Never Basic – Standout Quality. Iconic Prices’ campaign will also come to life within store through new signage which will be used year-round to highlight essential ranges. The use of a new look and feel and ‘price slice’ graphic will highlight price and product information, making it easier for customers to find these ranges in store.
Nikki Lindman, VCCP creative director, commented: “There is nothing basic about great quality at great prices. In this campaign, we wanted to celebrate Primark’s amazing value range with a joyful feeling, showing you’ll never feel basic in Primark Basics.”
The campaign also highlights how Primark’s commitment to quality essentials goes hand in hand with its wider ambitions through Primark Cares, which include increasing the use of more sustainably sourced materials such as recycled cotton and focusing on ways to help clothes last longer.
The retailer’s latest value campaign follows its refreshed look launched last year alongside its summer collection and campaign, VIVA Summer. VCCP was appointed as Primark’s global branding and creative agency partner in August 2023.
