F&F seeks closer ties with parent Tesco

F&F: appointed ODD
F&F: appointed ODD

Tesco clothing label F&F is to shift its marketing activity closer to its supermarket parent after years of keeping the two brands separate.

F&F has appointed ODD to its creative and digital business after a competitive pitch that also involved Tesco ad agency Bartle Bogle Hegarty London, above-the-line incumbent Warl and M&C Saatchi. 

ODD has been tasked with creating a new campaign for F&F that will launch in April 2017. The consoli-dation of F&F’s roster of suppliers gives ODD control of the brand’s advertising, digital and social strategy, previously handled by Warl, John Brown Media and We Are Social.

A Next 15-owned agency that specialises in fashion brands, ODD has been tasked with helping the brand re-engage with lapsed customers and create an emotional connection with new ones.

F&F is aiming to make the brand’s connection to Tesco more explicit and stand out from competitors, according to Chris Other, F&F’s global brand and marketing director. 

Launched in the UK in 2001, F&F now has a presence in 23 countries.

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