Ann Summers is launching its Valentine’s Day marketing campaign starring a size 16 “real woman” who won a contest to become the face of the brand.
Lucy Moore, 20, was one of ten finalists appearing in the brand’s first-ever TV ad, which was launched to find a new model who could help the firm improve engagement with its target market.
She will be the star of the new campaign; fronting the Ann Summers catalogue, in-store activity and online efforts from January 19th after polling 22 per cent of the 30,000 votes received via Facebook.
The move to find a “real woman” is part of a brand refresh began last year that could be seen as a tactic to improve the retailer’s reputation by distancing itself from claims that the fashion industry is obsessed with “skinny” models.
Ann Summers chief executive officer Jacqueline Gold said: “The campaign was about finding a real woman who embodied our brand and oozed sexiness and confidence.
“Lucy really stood out for us and we are really looking forward to showing off our new Valentines collection with Lucy taking centre stage in the campaign and store windows.”
JAN
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Ella has over 15 years in marketing and a wealth of experience delivering successful campaigns across all platforms. Focusing on strategic direction for both McConnells and her clients, Ella ensures ideas are turned into reality to create results. With a passion for the food and construction industries, Ella acknowledges that it is creating a synergy with people and immersing herself in her clients’ business that creates these results. Whether that means putting on a pair of rigger boots and a hard hat, or a white coat and a hair net, to help create strategic ideas, her satisfaction comes from clients’ satisfaction.