Fortnum & Mason is channelling the “classic British seaside” in a new summer marketing push aimed at growing its reach across the UK.
The retailer has partnered with photojournalist Martin Parr for the new campaign, which features Fortnum’s hampers as well as products including sparkling wines and scotch eggs in a variety of seaside locations.
It’s inspired by Parr’s series of seaside shots from the 1980s, which featured beachgoers in the resort of New Brighton, Merseyside.
The campaign will run in-store, across social media and on out-of-home billboards throughout July and August.
The marketing push comes as Fortnum’s attempts to grow its reach across the UK, by appealing to more British “foodies”.
Fortnum’s has traditionally relied on seasonal peaks from wealthy tourists. However, CEO Tom Athron wants to attract more year-round spend. Last week he revealed the retailer was on the hunt for sites to open stores outside London for the first time in its 318-year history.
His comments followed the launch of its first ever membership scheme, Friends of Fortnum’s, earlier in June. Having stores outside London would “remove the barriers” to new members around the UK, Athron said.
Liz Darran, chief brand and creative officer at Fortnum & Mason, added: “At Fortnum & Mason, we’ve always believed that simple summer moments, like tea in the garden or a picnic in the park, deserve to be celebrated.
“Martin Parr’s unmistakable eye captures the joy and eccentricity of the British summer, making him the perfect partner to show how Fortnum’s can make the everyday special.”
The retailer said the campaign would offer “a fresh perspective on a joyful celebration of British summertime”.
Parr said: “How great it was to shoot the summer hampers of this British icon, in a classic British seaside location. Fortnum & Mason and the seaside are a fantastic combination, which was a pleasure to shoot. Fortnum’s elevates the setting, but the spirit remains real.”
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