Tesco to revamp F&F in H2 as it moves creative agency

By

Sandra Halliday

Published
Jan 25, 2023

The UK's largest supermarket chain – Tesco – is reportedly planning to revamp its F&F clothing line, and has named Bartle Bogle Hegarty London, as its creative agency with plans to unveil a new creative platform this year.

The BBH agency has had a long-standing relationship with Tesco and took over from specialist agency Odd.

It has been working with the brand on its positioning and a new communications and creative approach since last autumn with a relaunch reportedly due in the second half of 2023.

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Jan Marchant, MD for home and clothing at F&F, told Campaign: “We have a brand with strong momentum that brings aspirational, high-quality fashion at supermarket prices to the nation, plus we're working with our partners at BBH to define the strategic and creative direction for the brand.”

Supermarket fashion ranges are major players in the UK clothing market with brands such as Tesco's F&F, Tu Clothing from Sainsbury's, George at Asda and Nutmeg from Morrisons, becoming significant players in the sector.

They benefit from their presence in stores when consumers do their weekly shop, and a strong focus on low prices.

They also received a boost during the pandemic as lockdowns meant fashion stores were closed. But the fashion aisles of supermarkets were largely accessible to shoppers, despite some individual stores and regions insisting they were closed off as they were non-essential.

Links with celebrities are also frequently used by the supermarkets to boost their fashion profile with Tu Clothing recently signing up Ashley James and F&F itself having last month launched a women's and kids 'Cosy Collection' in a deal with Abbey Clancy.

It's unclear how F&F has been performing in recent periods as, unlike Sainsbury's, Tesco rarely breaks out sales figures for F&F separately.