ABOUT

To drive growth beyond its heartland shopper, Primark needed to attract a more affluent, quality and style-seeking audience - shoppers currently spending at H&M, Zara, Marks & Spencer and Next plc.

But Primark faced a challenge: its greatest strength - low prices - had also become its biggest barrier with this audience, creating the perception that its products were “low quality”. Primark was the kind of place they’d happily pick up basics, but not elevated pieces they’d want to wear again and again.

The campaign needed to change their minds. To make people stop, think again, reassess their assumptions and start seeing Primark as a destination for lasting, elevated finds at prices they’d struggle to find elsewhere for this level of style and quality.

With a wink and a nudge, “Shockingly Chic” played with the element of surprise - that double-take moment when you find looks at Primark that are not only impossibly stylish…but shockingly affordable.

The campaign launched Primark’s Spring collection of elevated looks - understated, elegant, well-made pieces that gave higher-end brands a serious run for their money. 100% linens, paper-pleat cocoon trousers, satin dresses. A collection so chic, you’d be forgiven for not quite believing it’s from Primark… but you’d be wrong.