Brief
To raise F&F beyond a supermarket fashion brand and secure positive coverage in key aspirational fashion titles.
Campaign
We met with key editors at fashion titles for face to face meetings to share F&F’s story and key messages of style, affordability and quality.
We then followed up with product spotlights on key fashion pieces which would fit into their pages easily. Target media were also gifted with hero products such as its cashmere offering.
Results
In addition to coverage in Grazia, Stylist, Sunday Times Style, F&F sat alongside key high street fashion brands in a cashmere review in The Times where it secured four out of five stars (Zara, M&S, Boden and John Lewis scored two or less stars).