Fenwick has launched a new campaign centred around individuality in style and taste.
- Encouraging customers to discover their unique flavour, Fenwick’s campaign is both cheeky and immersive.
- A bright green installation in all Fenwick stores invites customers to try an edible ’emerald’.
- Mia Fenwick highlights the brand’s longstanding influence in the UK fashion scene.
- Tristan McAllister describes the initiative as a ‘Department of Taste’ experience for shoppers.
Fenwick, the historic department store, is championing the celebration of individuality through its latest advertising campaign, ‘Find your taste, find your world’. This initiative focuses on the diverse preferences of its clientele, urging them to express their distinctive style with confidence.
In a bold move aimed at customer engagement, Fenwick’s campaign introduces a vivid in-store experience. A bright green installation, resembling a cut emerald, adorns each of the eight Fenwick locations. Here, patrons can delve into an unusual sensory adventure by sampling a jelly-like confection shaped and coloured like an emerald.
Mia Fenwick, who serves as the chief marketing officer and deputy executive chair, reflects on last year’s campaign, stating, “Last year, our aim with the ‘Quiet no more’ campaign was to make it loud and clear: the Fenwick brand has long been a mainstay in the fashion and cultural scenes across the UK.” This year, the objective is to enhance the brand’s creative flair, incorporating a playful photo campaign paired with the unique in-store displays.
Tristan McAllister, the founder of the consultancy At Large, collaborated with Fenwick to bring this concept to life. He described the effort as commencing with an in-store activation that offers a ‘literal taste experience’, inviting customers into what is dubbed the ‘Department of Taste’. The edible emeralds provide a tangible representation of the campaign’s thematic focus on personal taste.
This intriguing setup is already in place and will remain until 16 October, providing shoppers ample time to engage with this sensory marketing approach.
Fenwick’s innovative campaign successfully intertwines personal expression with an interactive shopping experience, urging customers to explore their own unique tastes.
