Matalan unveils latest phase in its transformation strategy
The latest phase in the transformation of Knowsley-based out-of-town discount retailer, Matalan, launches today (March 22) with a multimillion-pound marketing push.
The brand promotion is the brainchild of new CEO Jo Whitfield and her leadership team.
The new brand platform and creative – telling families “we get you, and we’ve got you” – is led by McCann Manchester and acknowledges the reality of everyday family moments.
Its launch is being marked with a kick off campaign which includes series of TV adverts, the first of which will go live today, in-store activations, and a social media campaign.
Havas Media UK led the media strategy and buying for the launch campaign, brokering an extensive partnership with Global and securing lead spots on Heart and Smooth FM. It features on-air activity, social branded content, listener competitions, in-store activity, and the involvement of well loved talent Josie Gibson, Zoe Hardman, Dev Griffin.
Real customer stories will be at the heart of the campaign.
The brand platform, which was developed over the course of nine months, marks the next major step in Matalan’s long term journey to return to its family-first roots.
It builds on the progress already made by Matalan’s leadership team. This includes a £35m investment to lower the prices of more than 700 products, the extension of its core clothing range to size 22 across all womenswear, plus selected brands up to a size 32 exclusively online, as well as the launch of new third party brands on its online store.
Ali Jones, Chief Customer and Omnichannel Officer, Matalan, said: “Life for so many families has always been a fabulous but frantic juggling act, often filled with difficult trade-offs. Right now, it’s harder than ever.
“We’ve spent time getting really close to our customers and understanding them more deeply. Through this campaign we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle free-shopping experience that fits their lives.”
She added: “Nearly 40 years ago, our company was built by a family, for families. This brand platform and campaign is us getting back to those family-first, value roots. It marks another significant step forward in our journey to build a modern, stronger Matalan.”
Imogen Tazzyman, Executive Creative Director, McCann Manchester, said: “We’re absolutely buzzing to get our new Matalan work out into the wild. None of us enjoy watching those picture-perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory.”
Lucy Barnes, Joint General Manager, Havas Media UK, said: “In an age where reaching audiences is effortless, yet forging genuine connections challenging, we’re thrilled to unveil this campaign.
“By collaborating with McCann and Matalan, we’ve shaped the brand platform using sharper audience insights and robust data.”
Matalan was founded by Liverpool docker’s son, John Hargreaves, as a market stall in 1985, but he stepped down as executive chairman in September, 2022, in an unsuccessful bid to buy the business.
The business was acquired by its four lenders, Invesco, Man GLG, Tresidor and Napier Park, in January last year which reduced the £200m debts and provided £100m of new equity, as well as offering new shares to potential investors, including Hargreaves.
