If Agency create Original Factory Shop Brand Campaign

The Original Factory Shop has tasked Manchester agency, if, with redefining its position and proposition, through the lens of the lifestyles and shopping habits of their customers.

The ‘Always here for you’ campaign summed up their unique place in over 190 locations as the only retailer delivering on local, range, community and value.

Christian James, MD if Agency, said: 'We really got to know the brand, it’s provenance, values and unique personality then we looked at it through the lens of customers’ lives and the rich data available to us. If TOFS was a person it would be your parent’s best friend (the aunt or uncle who wasn’t really an aunt or uncle). Close at hand, always there for you: genuine and trustworthy.'

The resulting ‘Here for you’ campaign is to run across all channels – broadcast, social, digital, radio, outdoor, DM, email, store, signage, livery and POS.

Oliver Peck, Brand and customer director, The Original Factory Shop, added: 'It’s true, we are always here for you and this manifests through not just our core offer but through our colleagues and our active presence in local communities. If have been the perfect partner, asking the big questions and working with us as a team from day one. They’ve clarified our unique position as a national community retailer and given us a creative platform that gets us even closer to our customers.'

Editor’s Notes: Founded in 2006 by Christian James and Brian Rees, IF is an integrated agency that delivers Intelligent Creativity to ambitious, purpose-driven brands including Marston’s, Knowsley Safari, Destinology, The Original Factory Shop and Zentia.

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