I only popped in for…

The iconic campaign ‘I only popped in for’ had run for 8 seasons, putting supermarket fashion on the map with a concept focussed on the convenience factor.
But, in 2022 it felt out of touch with what was going on in the world. So how to move it on, without moving off?

For SS22 we flipped the focus from the supermarket item she popped in for, to the F&F clothing – a proud, intentional reward for herself. The food item acting as the trigger to what’s really on her mind. We retained key distinct assets and dialled up the emotion to convey the moment a weekly shop switches to a moment for herself, landing F&F! as a wow-like exclamation. A considered move away from casting aloof, out of reach models we instead street cast ‘real women’, truly representative of the brand, with a focus on their personalities which we brought to life on set.

Launched as a TVC, Sponsorship idents, OOH, owned channels and social.