The Use of TV to Make Christmas Dazzle for H. Samuel

Colin Flint

First-time TV Christmas campaign, 1989, for H Samuel, a jewellers' chain. Previous year had used national press, in-store sale and a Christmas brochure distributed through stores and TV Times, all judged successful; in 1989, TV was added.
Agency: Saatchi & SaatchiAuthor: Colin Flint

The use of TV to make Christmas dazzle for H. Samuel

BUSINESS BACKGROUND

H Samuel is a chain of retail jewellers owned by Ratners Group plc. With 420 stores, it is the largest chain of jewellers in the country representing 15% of total jewellery sales.

Around Christmas 1989, the outlook for H Samuel was seemingly bleak. The rise in interest rates was starting to hit retail spending and many of the new successful retailers of the 1980s were coming under pressure. Ratners Group, the owner of H Samuel, was determined to...

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