NEWS: H. Samuel relaunches with Mortimer Whittaker push

The troubled jewellery retailer, H. Samuel, is relaunching with new-look stores and a pounds 2 million press campaign through Mortimer Whittaker O’Sullivan.

The troubled jewellery retailer, H. Samuel, is relaunching with new-look

stores and a pounds 2 million press campaign through Mortimer Whittaker

O’Sullivan.



Advertising for the 430-strong high street chain breaks on Monday and

introduces the theme of ‘special moments’. The ads feature a series of

black-and-white photographs of memorable events such as the wedding

proposal. The images are overlaid with a colour product shot and the

strapline: ‘Creating special moments since 1862.’ The idea is to stress

the brand’s heritage.



The campaign, which has 22 executions, is running until Christmas in the

national tabloid press, TV listings titles, and women’s weekly

magazines. Media is through Zenith Media.



‘We think H. Samuel is in the business of selling memories. Our research

showed that people fondly remember when and where they received a gift,’

the managing partner of Mortimer Whittaker, Tim Mortimer, said.



‘This is the first time H. Samuel has sold on anything other than

price,’ he added. ‘But while the chain is a retailer you have to

remember that it is also a brand.’



Mortimer Whittaker also works on H. Samuel’s sister chain, Ernest Jones.

The campaign was written by John O’Sullivan and art directed by Chris

Whittaker.



H. Samuel’s advertising account moved to Mortimer Whittaker in March

from Duckworth Finn Grubb Waters - soon after its parent company,

Signet, put the downmarket chain up for sale. Signet is shouldering

debts of around pounds 350 million and is hoping to rid itself of H.

Samuel in order to appease shareholders.



Duckworth Finn had been appointed for a TV branding campaign exactly one

year earlier but the promised work failed to materialise.



The new campaign will be backed up by new store interiors and windows,

sales promotion, point-of-sale material and PR activity.



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