Freemans launches 'Be More Free’ spring campaign

By

Nigel TAYLOR

Published
Mar 3, 2023

UK digital department store Freemans has launched its spring 2023 campaign, headlined by a celebrity dance trio, Ola Jordan, Janette Manrara and Karen Hauer.

The campaign, which will run throughout March and April, will introduces different Freemans exclusive fashion brands “that celebrate the diversity of its unique product offering”.  The campaign launches across all channels simultaneously on 4 March, supported by the strapline ‘Freemans Be More Free’.

The campaign aims to reinforce the fast-growing retailer’s position as the ‘go to’ digital department store, “where customers can discover fashion that’s fit for all, whatever their size, age, lifestyle, personality, or budget”.

It said the campaign “builds on the empowering freedom messaging” and will be used on-line, within CRM, digital, social and broadcast channels with the individual dancers “selecting their top picks from the exclusive ranges they are representing”.

Manrara celebrates the retailer’s Star by Julien Macdonald ‘runway ready’ fashion collection while Jordan fronts television stylist Mark Heyes’ ‘confidence boosting’ range, and Hauer introduces the brand’s new Freestyle casual daywear brand.  

Richard Cristofoli, chief customer officer, said: “This season is all about celebrating being you and the freedom that brings with it. Whatever your style, mood or the occasion, Freemans has everything you need- especially if you’re looking for something you can’t find anywhere else. Freemans is there for you, celebrating the freedom to be you.”

Meanwhile, Freemans’ on-going Loose Women TV show ‘ident sponsorship’ will also be stepped up, using lifestyle images “featuring the three dancing celebrities alongside an ever-changing host of ‘hot topic’ questions for viewers including ‘who’s ready for some sunshine?’, ‘can you ever be really overdressed?’ and ‘how do you find fun in every moment?’.

The ads were shot on location in the UK (Broadgate Tower and Kelly Street, London) and in South Africa (Cape Town). Yet again, Freemans used independent creative directors, supported by the retailer’s internal marketing and creative teams.  

Actress and Loose Women panelist Nadia Sawalha will feature as the voiceover alongside the now-familiar soundtrack ‘Do It’, from Daphne Willis.