Follow us


Tesco’s F&F undergoing revamp with new creative agency

Chloe Burney
25 January 2023

Tesco, the UK’s largest supermarket chain, is reportedly modernising its F&F clothing line with the help of creative agency Bartle Bogle Hegarty London.

Following a switch from specialist agency Odd, the supermarket giant now plans to unveil the new creative vision with Bartle Bogle Hegarty London later this year. It has been working with the creative agency since autumn 2022, with a relaunch reportedly due in the second half of 2023.

Jan Marchant, Managing Director of F&F, commented: “We have a brand with strong momentum that brings aspirational, high-quality fashion at supermarket prices to the nation, plus we're working with our partners at BBH to define the strategic and creative direction for the brand.”

Supermarket fashion lines are hugely benefiting during Britain's cost-of-living crisis as shoppers continue to look for cheaper alternatives for everyday expenses. Tesco's F&F, Tu Clothing from Sainsbury's, George at Asda, and Nutmeg from Morrisons are becoming significant players in the fashion retail industry due to their convenience and affordability.

Tesco revealed an 8% increase in the number of customers purchasing F&F clothing in its financial results for the 6 months ending 27 August 2022. However, overall non-food sales declined by 6%, following a higher full-price sales mix.

Free NewsletterVISIT