Tesco hasn’t had the easiest time of it in the clothing market over the past few months and its new advert is part of its reinvigoration of the F&F brand.
The 40-second television advert, which launched on March 29, is an assertively summery affair, depicting a female character gliding through a set of seasonal situations wearing a range of different F&F outfits.
That F&F has its own campaign, which is almost completely free of Tesco branding, gives an idea of the importance of the brand to the grocer – after bolstering its clothing team last year its focus is starting to filter through to changes in what the consumer sees.
The advert is voiceover-free and the strapline ‘Quality you can feel’ reflects its gently aspirational tone. Tesco seems to be aiming for a friendly and approachable touch with it and the ad hits the right note.
After scrapping its premium line F&F Couture, the grocer appears to be focusing much harder on the mid-market, and with Sainsbury’s own clothing line Tu gaining market share, there is everything to play for.
Tesco has also used the campaign – which includes a series of press ads in women’s weekly magazines – to boost its social media credentials.
The TV ad was launched on Facebook, with Facebook fans being the first to see it, and if they like the look of the clothes featured in the ad they can try them on in the virtual changing room, which is also on F&F’s Facebook page.
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