Primark - The season's worst kept secret

Turning the season’s feeling of dread into a joyful win 

The ambition:

Christmas 2022 was set to be dismal, to say the least. In a time of ‘permacrisis’, with the pandemic pushing us into a cost-of-living debacle unlike anything we’ve ever seen, how could Primark show off its extensive holiday offering without encouraging over-consumption, and cut through in one of the busiest times of the year for high-street brands?

The insight:

Everyone loves a bargain. Whenever anyone pays us a compliment on something we’ve got from Primark, we can’t wait to tell them where we got it from. Whether it’s festive fashion, gifting or homeware, we all love that ‘thrill of realisation’ when we discover amazing finds for less than we thought.

The idea:

‘The season’s worst kept secret’ highlights Primark’s desire to turn this year’s feeling of dread into one of relief. And frames savings as a joyful win instead of a compromise.

Characterised by Primark’s cheeky underdog tone, copy is fun, punchy and minimal. And visually, bright blasts of colour (inspired by kitsch pop culture and fashion brands such as Moschino) aid stand out from the stereotypical Christmas colour palettes of other brands.

The impact:

In a world where there’s widespread anxiety and worry, Primark has shown that maybe it is possible to celebrate the holidays without breaking the bank. By having a solid strategy and an idea with legs and ample outputs, they launched on November 1st: clearly, they just couldn’t keep it to themselves.