Ann Summers picks size 16 ‘real woman’ as face of brand

Ann Summers is to launch a Valentine’s Day marketing campaign starring a size 16 woman who won a competition to be the face of the brand.


The lingerie retailer invited women to enter a competition to find the new face of its brand campaign and launched its first ever TV ad starring 10 finalists.

The winner was chosen through an online vote on Facebook.

Lucy Moore will now star in the retailer’s Valentine’s marketing campaign, after getting 22% of the 30,000 votes.

She will feature in Ann Summers’ in-store campaign from 19 January and on the cover of the retailer’s catalogue and digital channels.

The campaign is the first time Ann Summers has featured a “real woman” in its marketing, and it follows the brand’s refresh last year and a raft of marketing initiatives designed to revive the brand.

Ann Summers is also working on a partnership with Shop Direct Group which owns Littlewoods and, and charity Relate to carry out the UK’s first “sex census”.

Read a Q&A with the Ann Summers marketing director here



Putting value first includes the consumer experience

Marketing Week

The article ‘Marketers stress importance of offering value in 2012’, does a great job in highlighting a number of the challenges that marketers will face over the coming year. Being the oldest or the cheapest is no longer enough to differentiate you from the competition. Marketers need to be continually adding value and creating engaging […]


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