Matalan to return to TV

Matalan will launch its first TV ad for four years during 'The X Factor' tomorrow (6 November), with a new campaign devised by Bartle Bogle Hegarty.

Matalan: latest TV ad campaign launches tomorrow
Matalan: latest TV ad campaign launches tomorrow

It is the first Christmas campaign the discount fashion retailer has commissioned since 2005.

Carly Hughes, Matalan senior brand manager, said TV ads had been dropped while the company focused on: "Improving the shopping experience for our customers from the design of product, the quality of product, and the in-store shopping experience.

"Now all of this in place, it’s a great time to go out to appeal to new and existing customers," she said.

The ads centre around a magical gift box, from which Matalan products are taken out and handed around.

The 10-second ads will run for four weeks, but for 'The X Factor', a special 60-second ad will run, followed by six different 10-second ads during successive breaks.

The campaign will be supported with a billboard campaign for two weeks from 21 November.

BBH won the £10M account in a shoot-out with Wieden & Kennedy that culminated in September.

Matalan specialises in large out-of-town stores and reported a 30% increase in profit to £132.9m in the year to the end of February.

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