Sainsbury's to launch new Tu Clothing campaign after new agency appointed

By

Sandra Halliday

Published
Sep 5, 2022

The new agency appointed to handle advertising for Sainsbury’s Tu Clothing brand has created its first campaign with New Commercial Arts coming up with Tu & Me, a 40-second film designed to highlight the brand’s“vibrant” and “accessible” clothing that targets different consumers.

It’s an upbeat and lively film with a wide range of shopper types in terms of age, ethnicity and sizing showing off dresses, casualwear, outerwear, kidswear, loungewear and more.

The film opens with the words “Tu & Me”, followed by “& her”, “them” and “us”.

The message is very clearly that this is a clothing brand for anyone and everyone. And that’s a message Sainsbury’s has been increasingly successful at putting across as Tu has become one the biggest clothing and accessory labels in Britain..

It was previously handled by Mary Portas through her Portas agency and its status as a label that embraces diversity and inclusivity was established under her aegis.

The new campaign was photographed and directed by Mel Bles at Webber Represents. 

New Commercial Arts founder and creative chief Ian Heartfield told Campaign: “Tu is a large and important clothing brand in the UK and it has never been more important to offer everyone exciting style at very affordable prices.”