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Creative and St Luke’s ‘OWN IT!’ This Christmas

The £8m campaign aims to highlight the unique benefits of the brand and St Luke’s ‘OWN IT!’ This Christmas

Since retiring the iconic catalogue in 2015, has been working on a revitalisation of the 84-year-old brand to even more clearly explain the unique benefits of the offering.

The new positioning is summed up in the line ‘Own it!’ and is brought to life with an £8m Christmas campaign.

The TV element of the campaign dramatises the moment when families across Britain wrap up warm, post Christmas dinner and venture out for their annual Christmas Day family walk. On the walk each family member wants to wear their new Christmas clothes and test out their new toys and gadgets. The epic tone of the ad is humorously exaggerated by Alt Rock track - Jungle by X Ambassador.

The campaign launches on 3rd November with a 40” TV spot created by St Luke’s and directed by Guy Manwaring at Sonny London. It will run across Digital, TV, print, VOD and social.

The new proposition ‘Own it!’, empowers customers to immediately own the products and brands that inspire them to own a moment. The message brings to life the key benefits of shopping at Littlewoods (spreading the cost, interest free with free delivery and returns), whilst making a notable move on from the long running ‘Littlewoods touch’ campaign.

Kenyatte Nelson, Group Marketing Director at Shop Direct, said:

“Our latest work on Littlewoods has given us a rare opportunity to breathe a new lease of life into a truly loved brand, and increase its relevance to a new and growing audience. Taking the time to explain our unique interest-free offering and reminding our customers that all the very latest products are available on their mobiles has already proven to be a successful strategy, which we plan to fully support throughout 2017.”

Neil Henderson, CEO at St Luke’s said: “Our new idea for Littlewoods aims to further modernise the brand and engage an audience who do everything through their smartphones"

Al Young, ECD at St Luke’s, said: “Own it! brings a modern, relevant attitude to an 80-year-old retail offering. The director Guy Manwaring has delivered this perfectly with warmth and humour.”

Shop Direct is the UK’s second largest pureplay online retailer, with annual sales of £1.86bn. The company’s online department stores, which include and, receive over 1.2m visits every day, sell over 1,300 famous brands and deliver 49 million products to four million customers each year. 62% of the business’ online sales originate from mobile devices.