Primark launches new brand campaign to emphasise value of its ‘quality’ basics

Primark has today unveiled its new value campaign, which uses the slogan ‘Never basic’, celebrating how the fashion brand’s wardrobe staple pieces are “anything but basic”.

With a focus on quality, style and price, the new campaign will run across all 462 of Primark’s stores in 17 markets, alongside the retailer’s social media channels.

Primark chief customer officer Michelle McEttrick said the campaign hopes to challenge the perception that “low prices mean compromising on quality”.

The campaign features a range of Primark’s products across womenswear, menswear and childrenswear, and will also emphasise its commitment to using more sustainably-sourced materials via its Primark Cares initiative.

McEttrick 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.”

The campaign was created by creative agency VCCP, following its appointment as Primark’s global branding and creative agency partner in August 2023.

The news follows the departure of Primark boss Paul Marchant last month following allegations made by a woman about his behaviour towards her in a “social environment”.

Marchant exited the business after admitting to an “error of judgement” and ex-ABF finance director Eoin Tonge is currently interim chief executive until a permanent successor is named.