TOG24, a Yorkshire-based outdoor clothing retailer, has unveiled its inaugural television advertising campaign to coincide with the launch of their Autumn 24 collection.
- The advertisement highlights the unpredictable nature of the UK’s weather, showcasing appropriate clothing for varying conditions.
- Directed by Shaw & Shaw, the campaign features different video lengths and will air on major platforms like Prime, Disney, and Channel 4.
- This effort is part of TOG24’s strategy to elevate brand awareness and engage with a broader audience.
- The retailer, with its rich heritage since 1958, aims to strengthen its market position and continue its growth trajectory.
TOG24, an outdoor retailer based in Yorkshire, has debuted its first television advert to mark the launch of its Autumn 24 collection. This campaign is crafted in collaboration with the Manchester creative agency Outside of Ordinary, capturing the essence of Britain’s capricious weather. The advertisement comically depicts a couple attempting to leave their home, only to be confronted by changing weather conditions, encompassing autumn, winter, and at times, spring-like elements. This scenario cleverly showcases the brand’s autumn pieces, featuring items such as warm parkas, cosy fleeces, stylish waterproofs, and even T-shirts, underscoring TOG24’s claim of providing ‘proper clothing’ for any weather.
TOG24’s Marketing Director, Danny Heaton, articulated the brand’s ethos by stating: ‘We’re an accessible, don’t-take-ourselves-too-seriously clothing brand, so we wanted a fun, simple set-up that captured our brand personality.’ The advert, designed to resonate with viewers, aims to establish an emotional connection with its audience, portraying TOG24 as a welcoming and reliable brand able to handle the British climate’s unpredictability.
The television campaign is available in 30-second, 20-second, and 10-second formats, which started airing on the 9th of October. It will be broadcast for eight weeks on connected TV platforms including Prime, Disney, and Channel 4, and is targeted at approximately five million outdoor enthusiasts across the UK. Additionally, this brand awareness initiative extends to digital out-of-home, social media, radio, and podcasts.
The campaign’s creation was spearheaded by the renowned photography and direction team Shaw & Shaw, with production handled by Beautiful Productions and Sitcom Soldiers. Feedfirst Media took charge of media planning and buying, while Skyrise contributed as the advertising technology partner.
Founded in 1958 in Heckmondwike, Yorkshire, TOG24 has remained under the stewardship of the founding family. The company’s recent strategic investments in marketing have significantly bolstered its growth; doubling its turnover over the last four years and achieving consistent increases in branded searches.
TOG24’s television campaign marks a pivotal moment in the brand’s journey to increase visibility and reach a wider audience.
