Louise Redknapp has been unveiled as the new face of the Triumph lingerie brand in UK and Ireland. It marks the start of a major oush for the brand, which has also revamped its logo.
The singer has signed a one-year contract with the company and will feature in outdoor and press advertising campaigns. She will also make personal appearances.
The campaign will include giant billboards in London featuring Redknapp wearing the brand’s latest collection. The creative work has been carried out in-house and media planning and buying is by BJK & E.
Triumph marketing manager Purminder Mondair says: “We plan to have an aggressive above-the-line campaign in 2008. We will definitely be using press and outdoor sites and are exploring other opportunities.”
Earlier this year, Redknapp campaigned against the use of “size zero” models appearing on catwalks by losing a stone in four weeks for a television show. The effects of her crash diet were followed in an effort to highlight the health dangers. She has since regained the weight.