In partnership with McCann Manchester, the campaign runs across TV, OOH, audio, connected TV, digital TV, social media and in-store activity, alongside featuring on lead spots across Heart and Smooth FM.

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The brand platform, which has been developed for over nine months marks the next step in the company’s transformation journey.

So far, the retailer made a £35 million investment to lower prices across its product range and a wider size offering across its site, which also includes third-party brands.

The campaign will also boast a range of celebrities including Josie Gibson, Zoe Hardman and Dev Griffin, who will al celebrate the reality behind family life.

Matalan Chief Customer and Omnichannel Officer, Ali Jones, said: “Life for so many families has always been a fabulous but frantic juggling act often filled with difficult trade-offs. Right now, it’s harder than ever. We’ve spent time getting really close to our customers and understanding them more deeply.

“Through this campaign, we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle-free shopping experience that fits their lives.”

McCann Manchester, Executive Creative Director, Imogen Tazzyman, continued: “We’re absolutely buzzing to get our new Matalan work out into the wild.”

“None of us enjoys watching those picture-perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory”

The news comes as Matalan recently became the first UK retailer to launch a Generative AI (GenAI) tool to create its product descriptions.

The post WATCH: Matalan launches multi-million brand campaign in latest value push appeared first on Mobile Marketing Magazine.

In partnership with global digital transformation consultancy Kin + Carta, the fashion and homeware retailer aims to deliver a seamless online experience for its customers and forms an important part of the company’s digital transformation journey.

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As a result, the tool, which creates detailed product descriptions for items listed on its website, will be implemented across all departments, including clothing and homeware.

According to the retailer, the tool is also expected to deliver a 4x increase in productivity, with Matalan’s team of copywriters continuing to oversee descriptions, ensuring a crucial human touch whilst improving search engine optimisation, conversion rates and efficiency.

Matalan Chief Customer and Omnichannel Officer, Ali Jones, said: “As the UK’s first retailer to be leveraging Generative AI in this way, this is a hugely exciting moment for Matalan.

“Not only does it demonstrate innovation into new and so far unexplored areas, but it shows our commitment to putting our customers and the shopping experience first – whether they’re shopping on our website or through the Matalan app. This all ladders up to our ambitious business transformation, so it’s a proud moment to be announcing this industry-first, today”.

Kin + Carta, Director of AI & Data, Ewan Nicolson added: “This new tool is using generative AI to increase operational efficiency in Matalan’s in-house copywriting team and vastly multiply the number of detailed product descriptions Matalan can post onto its ecommerce site every day.

“This is the type of situation where generative AI is at its best, creating rich, bespoke content in a matter of moments that has a real impact on sales”.

The post Matalan becomes first UK retailer to launch GenAI tool into product marketing appeared first on Mobile Marketing Magazine.