fortnum & mason

Fortnum & Mason

Premium advertising campaign targeting international travellers

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key art
Challenge

Having traded from one location for over 300 years, F+M began to branch out into smaller format stores. With a new store concept and separate premium champagne bar opening in Heathrow T5, our challenge was to generate a buzz around the launch and drive footfall amongst a new international traveler audience.

Insight

The aspirational traveller has an inherent curiosity to experience new products and brands. Fortnum & Mason’s positioning as a merchant curator is perfect to bring authentic, well-travelled and engaging brands to a more discerning, contemporary consumer who values extraordinary quality + novelty.

Solution

We created an in-airport advertising campaign that was contextually relevant to the premium T5 environment and contemporary traveller + shopper. Using subtle, British humour, we portrayed the more modern face of the brand that would appeal to our new consumer target. Each execution showcased one of the brand’s iconic products, from jams and English tea to champagne and chocolate truffles available at the new hospitality store.

Results

The campaign was met with an extremely positive response. The artwork and TOV were cited as being particularly on point with the modern face of the brand. F+M at T5 continues to be a huge success.