Giffgaff launches campaign to make consumers feel ’empowered’

Giffgaff, the mobile operator run by its users, has launched a marketing campaign called “We’re all the boss” that it hopes will make viewers feel “empowered”.

Video: Giffgaff’s We’re all the boss TV ad


The Fallon-created push – which includes TV, outdoor, digital, social and PR activity – shows real people “being the boss”, from a man who set up his own clothing label, to someone coasteering, plus Giffgaff customers.

Tom Rainsford, Giffgaff brand director, told Marketing Week: “Our members get involved in a multitude of ways when it comes to making key business decisions, and this new campaign is all about bringing that to life. Our community subverts the traditional meaning of the word ‘boss’ by all taking control over our business. Without them, their ideas, and involvement in recruiting new members, we just could not run.”

The campaign is a slight break from the edgy advertising Giffgaff has become famed for in recent years.

Last year a TV ad featuring decapitated zombies sparked hundreds of complaints accusing the brand of “trivialising murder”, but the spot was later cleared by the advertising watchdog. 

Earlier this year Emma Jenkins, Giffgaff’s chief marketing officer, left the business to become a consultant at Brand Learning, which has a portfolio of clients including BT, Kellogg, PepsiCo and Unilever. Giffgaff has not responded to numerous requests for comment on whether the company is searching for a replacement.