THE TASK: Sainsbury’s Tu wanted to elevate the fashion credentials of their clothing range.
THE RESPONSE: Tuesdays are the day when Grazia comes out and are known by loyal readers as ‘Grazia Tuesdays’. As a riff on this, we created Grazia Tu-sdays – every Tuesday would be ‘owned’ by Tu.
THE CREATIVE: Tu piggybacked on the excitement of Grazia readers picking up their new magazine. We ran bespoke banner ads, online articles and videos, as well as printed advertorials showcasing that week’s trend from Tu. The campaign ran for a year, culminating in a fashion pop up at London Fashion Week.