Over the years, Tu has gradually been elevating its fashion credentials. As a supermarket brand, this isn’t traditionally a space they can play in, but with a range of stylish, on trend and new look denim, we needed to change perceptions and promote the brand as the destination for stylish yet affordable denim pieces for spring.

We wanted to place Tu Clothing at the forefront of parents’ minds as they started shopping for uniforms, with a campaign that would drive mass market brand awareness of Tu’s school shop offering, and increase share of voice through earned PR coverage. Importantly, we had to find a way to cut through a highly saturated back-to-school market.

Position Tu as a credible, fashion-forward and supportive brand, offering on-trend choice at amazing value with an unprecedented summer collection for all the family, helping to drive visits to the website and create noise in a crowded competitive market.

Position Tu as the ultimate destination for school uniforms, highlighting the uniform’s durability, value and quality.

Take Tu outside of Sainsbury’s stores, showcasing the new Autumn / Winter collection, to a wider audience. We wanted to highlight the quality, fashion credentials and value of Tu’s clothing, with a multi-layer and integrated campaign that also amplified the new Tu & Me above the line campaign.

We needed to position Tu as the go to destination for World Book Day costumes amongst its many competitors, as well as encouraging parents and kids to continue seeking the joy in reading and books through the World Book Day tokens in Sainsbury’s stores.

How do we showcase Tu as the one stop shop for all things baby and maternity, and help them stand out from key competitors?