Specsavers: I don't go to Specsavers – notes from a small island

Specsavers, an optician, launched its campaign I Don't Go To Specsavers in the UK to avoid becoming an ageing brand and continue to grow, and increase consideration without alienating existing customers.

Executive Summary

This is the story of a seemingly illogical campaign that told people the polar opposite of what our famous advertising had told them for twenty years.

Think Specsavers and you'll think "Should've Gone to Specsavers" but in 2022 we built a whole campaign around people proclaiming, "I don't go to Specsavers".

And doing so paid off in spades.

The audience that had previously rejected Specsavers as a 'glasses supermarket' felt better about us and their consideration increased. Whilst existing customers loved the brand even more.

We did this as an in-house team. Advertising legend John Hegarty damned in-house...

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