Matalan launched a multi-million pound brand platform on Friday that it said “represents a return to [our] family roots”, showing families across the UK that “we get you, and we’ve got you”.

The integrated campaign is undeniably comprehensive and includes TV, out of home, audio, connected TV, digital video, in-store activity, social media, and a multi-media partnership.

The company said it’s the “next step” in its “long-term transformation” led by CEO Jo Whitfield and her new leadership team. 

The retailer has worked with McCann Manchester on the new approach that “celebrates the reality of everyday family moments”. 

Its brand platform has been in development for nine months and is part of the aforementioned back-to-its-roots company plan with which it aims to “cement its position as the first choice for its Matalan families who want great value and hassle-free shopping”. 

This builds on work already put in place including a £35 million investment to lower the prices of more than 700 products, the extension of its core clothing range to size 22 across all womenswear (plus selected brands up to a size 32 exclusively online), as well as the launch of new third-party brands on its e-store

The kick-off of this next phase includes a series of TV ads starting Friday, along with the in-store and social media activity. The first TV ad features a family trying to go for a walk, “highlighting the fabulous but frantic reality of the scramble and chaos needed to get ‘this lot’ out of the door on time”.

This and the other activations, intend to show that Matalan “truly understands family life”.  

The company said Havas Media UK led the media strategy and buying for the launch campaign, “brokering an extensive partnership with Global and securing lead spots on Heart and Smooth FM”. 

This radio element takes in on-air activity, social branded content, listener competitions, in-store activity, and the involvement of popular talent Josie Gibson, Zoe Hardman, Dev Griffin, with more to follow. They too will “celebrate the reality behind perfect family moments”. 

And consumer involvement is key with Global network listeners “asked to share their family mishap stories to give us a glimpse of real family life”.