Today see’s the launch of the next iteration of F&F’s global Supermarket Woman brand platform.

Created and produced by creative agency ODD, the fully integrated campaign continues to play on the dichotomy between aspirational fashion and F&F’s iconic supermarket location in a fun and relatable way.

Running across TV, print, OOH, digital and social, the campaign gives the traditional high fashion shoot a down-to-earth twist via a tongue-in-cheek motif that has become synonymous with the F&F brand. Juxtaposing everyday convenience items and eye-grabbing price points with an elevated aesthetic, it reinforces F&F's commitment to value and quality for Autumn/Winter 19.

From matching teddy coats for you and your little one, to loungewear sets perfect for a cosy night in, we see our Supermarket Women who only popped in for the likes of dog treats, teabags and nappies reap the rewards of detour down one of their favourite supermarket aisles.

Anna Braithwaite, Head of Brand Marketing at F&F said: “We know our customers love to look good and feel great when they wear our clothes but they still demand quality and expect great value – this campaign reinforces just that, it’s about creating a trolley-swerve moment. At F&F, we try and make it easy for our customers, offering high street quality and design at Tesco prices.”

The campaign will run for eleven weeks and was directed by We Are Jones with photography by Rory Van Millingen,