Matalan appeals to family values with new brand platform

Matalan, the fashion and homeware value retailer, has today unveiled a new brand platform that appeals to families across the UK. This marks the next phase in Matalan’s transformation, led by CEO Jo Whitfield.

The multi-million-pound campaign is aimed at Britain's families, telling them, "we get you, and we’ve got you."

The new brand platform and creative, led by McCann Manchester, celebrates the reality of everyday family moments. Its launch is being marked with a kick-off campaign, which includes a series of four TV adverts, the first of which goes live today.

Ali Jones, Chief Customer and Omnichannel Officer, Matalan, 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.

"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 brand platform, which was developed over nine months, marks the next step in Matalan’s transformation journey. So far, the retailer has made a £35 million investment to lower the prices of more than 700 products, extended its core clothing range to size 22 across all womenswear and launched new third-party brands online.

Imogen Tazzyman, Executive Creative Director, McCann Manchester: "We’re absolutely buzzing to get our new Matalan work out into the wild. None of us enjoy watching those picture-perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory."