Like a beer ad for mums: Best & Less turns to TV for big brand push

Rosie Baker
By Rosie Baker | 3 October 2014

Best & Less is midway through a brand transformation strategy to change perceptions of the tired discount brand, boost its fashion and cool credentials. The brand is back on TV after a hiatus of a number of years, introducing the strapline: “You won't believe its Best & Less”.

The brand campaign was developed by Banjo, with media handled by Bohemia. The ads break on 5 October.

Speaking to AdNews ahead of the launch, Jee Moon, head of brand and marketing at Best & Less, said that the brand is in a period of significant investment in brand and marketing, operations, product and stores as it looks to dramatically shift perceptions.

It wants to appeal to mums who just want a little time for themselves to go shopping, by taking a humorous approach to a few less than perfect situations familiar to most mums. Kids running amok in shopping centres, pulling everything off the shelves, and whipping open the change room door at just the wrong moment are just some of the less than ideal things mums have to deal with on a daily basis.

As an antidote, Best & Less is also running a competition giving a way a year's worth of free babysitting, paid for by the retailer, so that mums can enjoy some quiet time away from the kids.

It's part of Best & Less's mission to “be real” and show that it understands customers. In the same vein it has overhauled the way it portrays women in its catalogues, using women of all shapes and sizes in photoshoots, axing the policy of charging more for larger sized fashion so that it's fair across the board

“No one ever does funny fashion ads. It's always so serious,” Moon told AdNews adding that the director, Paul Middleditch, reckons the ad is like “a beer ad for mums”.

Georgia Arnott, executive creative director at Banjo added: “It’s not all roses like other retailers would have you believe. We unapologetically admit that everything is not perfect because perfect isn’t real”.

Read more about Best & Less's brand and marketing strategy in The Marketer profile of Jee Moon in this week's issue of AdNews in print (3 October). Subscribe in print here, or get it now on the iPad.

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