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