Farmers – Your Christmas Store
Category: Retail/EtailAgency: .99Advertiser: FarmersCampaign: Your Christmas Store
SUMMARY
Christmas is a massive part of the year for Farmers accounting for two thirds of the annual profits in 2006. The traditional Farmers Christmas wasn't broken but it wasn't working to the standards that Farmers set for themselves. Research showed the brand has lost relevance at Christmas time.
The 2007 campaign from .99 saw Farmers change its traditional festive norms with a brave move to a customer segmented model. Different shoppers were targeted at different times of the campaign with...