Spoke to launch new TV ad campaign to coincide with Six Nations

Custom-fit menswear brand Spoke is launching a new TV advert with the strapline 'Ridiculously well fit' to coincide with the Six Nations rugby tournament, commencing tomorrow, 2 February - with France versus Ireland - to be aired on ITV1.

The tongue-in-cheek ad, which will actually first be aired during ITV1’s ‘Grantchester’ drama series this evening, is once again supported by a media for equity deal with ITV AdVentures, the company behind the brand’s successful and long running first campaign, 'Jack the Mannequin'.

That first aired during ITV1’s Six Nations coverage in 2021 – hitting the brand’s core demographic of "men struggling to find the right fit".

Ben Farren, Founder and CEO of Spoke, which he established on a website in 2014 with an initial run of 200 pairs of chinos, said: "There are few better places to find our customers than watching live sport.

"The reach is unparalleled and it allows us to build long term brand awareness in a way that is simply not possible for many brands our size. Media for equity deals, like ours with ITV, unlock the world of TV advertising for smaller companies.

"Since first launching on ITV we’ve tripled awareness in our target market. Like many direct-to-consumer brands we cut our teeth in digital channels, with heavy emphasis on direct response ads at the bottom of the marketing funnel. This is a really powerful way to restore some balance to our advertising mix."

Sheena Amin, Director of ITV AdVentures, added: "Since we first partnered with Spoke in 2021, our Media for Equity programme has helped scale up a number of early stage digital and direct-to-consumer businesses using the power of TV advertising.

"It’s fantastic to see the positive impact that this has had on Spoke, from moving the dial on metrics including brand awareness and customer acquisition to helping supercharge the company’s growth and build Spoke into a worthy household name."

Spoke was ITV AdVentures second such deal, with the media and entertainment company taking a minority stake in the business in return for advertising time across its network, rather than cash.

The new Spoke campaign will run across TV, VOD, YouTube, Meta and TikTok, with other offline channels slated for later this year.

The investment in brand media and a new TV ad, combined with a step up in new product development,"“reflects increasing confidence in the outlook for 2024" and follows the positive trading momentum that Spoke has seen over the last three months.

Spoke achieved double digit year-on-year growth in its core market over the Black Friday and Christmas trading period.

Earlier this week, it was revealed that Spoke is entering into the wholesale arena for the first time for AW24 – partnering with Pace Partnership London to further drive new business. It’s not yet been revealed as to how its custom fit business model will translate into wholesale.