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Tesco F&F Spring/Summer 2012 womenswear

Client: Tesco Store Ltd

Tesco and The Red Brick Road have launched a fully integrated campaign to promote their new womenswear range for S/S 2012 of their clothing brand F&F, featuring TV, cinema, press, outdoor and digital.

Continuing the theme from previous campaigns, where different F&F outfits are showcased in different scenarios, the 40” TV execution show Mum gliding effortlessly through life in beautiful F&F outfits.

Breaking on Wednesday 28th March, ‘Glide’ features a Mum who seamlessly deals with the challenges life throws at her, whilst looking effortlessly stylish in a series of fashionable F&F outfits. Filmed in one continuous shot, the Mum pulls a fire extinguisher from a straw hat before putting out a fire at the family BBQ, catches an expensive looking vase that the cat knocks over, appears to magically feed the fish, builds a giant sandcastle that puts her husband’s to shame, fixes the photocopier at work and puts the finishing touches to a cake as it magically comes to life. As she sits down to dine with friends, the F&F logo appears.

Developed by The Red Brick Road, the press campaign features the glamorous Mum from our TV ad shot on pastel colour backgrounds, looking effortlessly stylish in a range of outfits. These shots will also be used for a digital campaign that encompasses homepage takeovers, pre-rolls and standard format.

The campaign focuses on nine F&F spring/summer outfits highlighting the must have pieces from the new collection. Key pieces include the stylish electric blue lace dress at £14, the elegant floral shift dress at £18, and a causal yet chic butterfly inspired top at just £8.

Kari Daniels, Marketing Director for Clothing said; “Our customers lead busy lives and want easy ways to look effortlessly stylish no matter what the occasion. From spending time with the family, working in an office, out with friends or simply being at home, customers tell us they want accessible, quality fashion at affordable prices for all areas of their lives. This is one of our strongest collections and our customers can enjoy this season's essential pieces for the perfect spring/summer wardrobe.”

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