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Sainsbury's Tu launches 'Be You' campaign

Sainsbury’s Tu has launched a new campaign featuring “real people” instead of models, as it continues its efforts to become a destination fashion brand.

The nationwide “Be You” campaign, which will run until 3 September, makes the point that fashion isn’t the most important thing in life, but it can give people confidence.

It features people of a variety of ages, sizes and backgrounds, shot in a series of British locations.

It is the first campaign produced in partnership with Portas, the creative agency Sainsbury’s appointed in February to help step up Tu’s fashion credentials.

“From a brand and marketing point of view the main opportunity for us is getting customers to see Tu as a standalone shopping destination rather than a convenient department in a supermarket,”  Richard Danks, brand director at Portas, told Drapers.

“That means establishing a distinctive, modern brand handwriting to drive demand. We also see a lot of opportunity in transforming the retail experience and continuing to support the growth of ecommerce.”

Yesterday, Sainsbury’s revealed that Tu outperformed the rest of the business during the first quarter of the financial year, with sales increasing by 7.2% on the same period in 2016.

  • Keep an eye out for our interview with James Brown, commercial director of Sainsbury’s Argos, later this week.

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