House of Fraser
Reviving a High Street Icon Through Festive Joy and Brand Partnerships
Brief
House of Fraser needed to reconnect with consumers and remind them of its key role on the high street and in the nation's heart, especially after a Christmas impacted by Covid restrictions. The campaign also needed to engage suppliers and integrate partner brands into the narrative, positioning House of Fraser as a true house of brands.
Execution
The creative concept resonated with key suppliers, including Barbour, Nerf, Clarins, CP Company, and Tommy Hilfiger, who actively participated in the campaign. We developed a festive retail ecosystem within the ad, showcasing these brands in category-specific vignettes. At the heart of the campaign was a vibrant, multi-generational cast that brought to life the extravagant, fun-filled festive spirit that could be found at the House of Festive.
The campaign was distributed across TV, in-store displays, and social media, ensuring consistent messaging and engagement across all channels.
Idea
We positioned House of Fraser as the House of Festive, encouraging consumers to rediscover their fabulous, fun, flashy, and fierce sides during the holiday season, alongside friends and family. The campaign revolved around the idea that House of Fraser had everything needed to make Christmas special—bringing the joy of gifting, shopping, and celebration to the forefront.
Impact
The campaign successfully drove consumer engagement and business results:
House of Fraser experienced record footfall during the campaign, with shoppers eager to rediscover the brand in the lead-up to Christmas.
The festive campaign had a significant impact on business, with Frasers Group's share price increasing by 7% on the back of strong Christmas trading.
