Littlewoods will appear on TV screens this week for the first time since 1986, with a £7.5m branding campaign. It will break in the Granada and Tyne Tees regions. The campaign, developed by HHCL & Partners, aims to show consumers how much the Littlewoods proposition has changed during the past 18 months.
Littlewoods sales and marketing director Susan Murray says: ‘Over the past couple of years we have invested in the stores, refurbishing 40, and integrated the Index catalogue under the Littlewoods umbrella.’ The campaign, which will be rolled out nationally in the autumn, features the strapline ‘Littlewoods would’ and explains the new catalogue’s competitive price and product range strategy. Murray adds: ‘There are no direct price comparisons, but the campaign does focus on our new lower prices across 600 products. For example, our clothing range is 30 per cent lower than last year.’