Matalan has launched a new multimillion-pound brand platform, reinforcing its strategic transformation and commitment to value and supporting families in everyday life.


Matalan’s new campaign has a family focus

The fashion retailer’s new campaign aims to show families ‘We get it, we’ve got you’ and will be rolled out across TV, radio, social media and in-store activations.

Matalan said the campaign marks “further progress” in chief executive Jo Whitfield’s transformation of the business alongside the newly bolstered leadership team.

The new platform is said to “cement its position as the first choice” for families seeking both value and ease when it comes to shopping.

The campaign, which was developed over nine months and led by advertising agency McCann Manchester, celebrates the reality of family life and includes four new adverts featuring celebrities including TV personality Josie Gibson, presenter and actress Zoe Hardman and DJ Dev Griffin.

Matalan chief customer and omnichannel officer Ali Jones said: “Life for so many families has always been a fabulous but frantic juggling act, often filled with difficult trade-offs. Right now, it’s harder than ever.

“We’ve spent time getting really close to our customers and understanding them more deeply. Through this campaign, we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle-free shopping experience that fits their lives.

“Nearly 40 years ago, our company was built by a family, for families. This brand platform and campaign is us getting back to those family-first, value roots. It marks another significant step forward in our journey to build a modern, stronger Matalan.”

The new campaign comes after Matalan recently pledged a £35m investment to lower prices across more than 700 products.