Primark debuts first EVER television advert in bid to reverse sales slump

Primark will advertise on television in the UK for the first time from today with the launch of a new nationwide campaign.

The six-week ‘In Denim We Can’ campaign will feature across ‘TV, digital, outdoor and in-store’, Primark said on Monday, as the retailer pushes the launch of its Autumn-Winter women’s denim collection.

A ‘dance-led TV spot’ set to The Slits’ 1979 cover of I Heard It Through the Grapevine will be at the forefront of the campaign.

Primark says the launch ‘signals a new era in how it builds connections with consumers’.

The brand will hope the campaign will improve its fortunes among British consumers.

Primark, which is owned by Associated British Foods, saw weaker sales across the UK and Ireland in the first half of its financial year, with George Weston, chief executive of its parent company Associated British Foods, citing ‘continued consumer caution’ in the markets.

It followed the sudden exit of Primark’s chief executive Paul Marchant amid allegations of inappropriate behaviour.

ABF will report more recent progress on 4 November.

Primark said on Monday it had taken on ‘customer feedback’ to spend the last 12 months ‘improving the fit, sizing consistency and style options’ of its denim offering.

The brand forecasts global denim sales will grow by 7.5 per cent over the next five years.

Primark is also refreshing its in-store denim offering, with ‘a new look and feel’ coming later this year.

Chief customer and digital officer at Primark Matt Houston said: ‘Primark denim is already a firm favourite with millions of UK shoppers. 

‘But we know many consumers are still spending more than they need to on jeans and that Primark isn’t top of mind when it comes to denim.’