Joe Browns, the renowned fashion and homewares retailer, is making history by launching its very first TV campaign in its illustrious 25-year history. This exciting month-long campaign is set to make its debut on October 25, bringing attention to the brand’s highly anticipated AW23 and Christmas collections.
The TV «burst» will feature two captivating advertisements, namely «Be Remarkable» and «Join the Party,» meticulously crafted to breathe life into the core essence of Joe Browns and the cherished community of customers. The campaign is poised to shine a well-deserved spotlight on Joe Browns’ fashion offerings, encompassing a wide array of choices, from dresses, outerwear, tailoring, denim, to knitwear, catering to both women and men.
One of the ads will embark on a delightful journey with a group of friends as they set out on a Christmas getaway, while the other extends a warm invitation to viewers, urging them to join a heartwarming celebration around a table adorned with a delightful spread of festive delights. The campaign is designed to convey a message of positivity and upliftment, narrating the vibrant story of Joe Browns and the values it holds dear.
These messages echo the spirit of those who boldly say ‘yes’ to new adventures, find delight in the journey and embrace the delightful chaos of life, celebrate spontaneous moments that bring joy to everyday life, and salute the daring souls who choose the less traveled path, seizing the adventure and embracing life to the fullest.
To ensure broad reach and engagement, the campaign will harness the power of SkyAd Smart, targeting viewers on the Sky network across the nation. The full-length ads will also be readily accessible on Joe Browns’ website, complemented by digital amplification, CRM initiatives, and an active presence on social media platforms.
Tracey Hepton, Marketing Director, remarked, «As we continue to chart our path of growth, we explore various avenues to connect with our customers, conveying the essence of Joe Browns. This naturally includes our ever-popular catalog, in addition to our dynamic digital and social media channels.»
In the midst of its vibrant 25th-anniversary year, Joe Browns has undergone significant expansion with a warehouse extension, the opening of a new franchise-operated store in Bowness in June, and an ambitious goal to establish 10 new stores by December 2024.
