Joe Browns launches first TV campaign in 25 year history
Leeds-based fashion and homeware retailer Joe Browns, which is celebrating its 25th anniversary this year, is launching its first-ever TV campaign today using SkyAd Smart, with targeted ads reaching Sky viewers - set to run for four weeks.
There are two separate ads, bringing the messages of ‘Be Remarkable’ and ‘Join the Party’. The first shows the journey of a group of friends on their way to a Christmas ‘getaway’ together. The second, which airs on 25 October, "allows the viewer to come along to the party" as they all celebrate around a table full of festive fayre.
Tracey Hepton, Marketing Director at Joe Browns, said: "What better time to make our first foray into TV than our 25th anniversary year.
"We really wanted to showcase what Joe Browns is all about and the attitude to live by that has always been front and central to the success of our brand.
"Through both TV ads we hope we have distilled our ethos in an engaging and relatable way, leaning into the very inspiration of where Joe Browns started, a group of carefree friends spotted enjoying themselves, embracing the moment and having fun.
"As we continue to grow, we are looking at other complimentary routes to communicate and entice customers and share what Joe Browns is all about. Part of this of course remains our ever popular catalogue, as well as digital and social channels."
Both ads were shot in Conwy, Wales, on the same coastline the inspiration for the brand originated (Morfa Nefyn). The full ads will also be hosted on the Joe Browns website, alongside digital amplification, CRM, and socials.
Joe Browns worked with Liquid Creative Agency, based in Liverpool, to develop the concept and execute the production of the advert.
