Odd Champions F&F's Supermarket Credentials for AW18 Campaign

F&F have launched their new Autumn/Winter 2018 collection with an integrated campaign from creative agency ODD.

The campaign is the next iteration of their successful “Supermarket Woman” brand platform, and this time brings the retailer’s supermarket credentials to the forefront. 

For the first time, the F&F brand has been taken in to a Tesco carpark, as we see key items from the brand’s AW18 collection shot in a fun and playful way against the backdrop of a Tesco store.

End-lines including “I only popped in for cereal” reinforce how Tesco and F&F provide the perfect retail destination for the modern woman seeking value and convenience, but not at the sacrifice of style.

Nick Stickland, Founder and Executive Creative Director of ODD said: 

“F&F have always been proud of their supermarket heritage – and their ability to give busy women up and down the country the opportunity to add a bit of fun to the supermarket shop. Our latest campaign shakes off the notion that buying a dress from the supermarket is a guilty pleasure, and instead shows that it’s something to be proud of.”

The campaign will run across VOD, print, OOH, digital and social. The film was directed by Dillon Buirski, with photography by Tung Walsh.