Irish retail giant Primark marked its arrival in Manhattan by painting the town blue. Now, it’s taking that momentum global.
On Tuesday, the retailer is launching its first global campaign across the U.S., U.K., and Spain, signaling a shift in ambition to grow awareness and draw in new consumers on both sides of the Atlantic.
It follows the high-profile opening earlier this month of Primark’s flagship store in Herald Square, where the brand promoted itself with blue-dyed bagels, branded cabs, tote bags, and even an appearance from New York icon Sarah Jessica Parker.
Primark’s summer campaign, “The Get Away,” created by VCCP, borrows tropes from heist movies to lean into the idea that finding elevated summer looks at affordable prices feels like getting away with something. Directed by Tom Green through Stink Films, the ad follows three friends on a stylish getaway, with Primark outfits helping them slip into exclusive settings.
The effort marks the company’s first U.S. brand campaign and first coordinated global media investment. “It’s the first time we’re investing from a media and marketing standpoint to talk to more customers about the brand all at once,” said marketing director Wendy Duggan.
It comes at a moment when Primark is trying to close a recognition gap in the U.S. While the retailer entered the market in 2015 and now operates 40 stores there, brand awareness still trails behind Europe, where Primark is a household name.
“The challenges are the scope and scale of the U.S. There’s so much coming at consumers right now—not just financial strain on wallets, but so many brands and choices,” said Rene Federico, Primark’s head of U.S. marketing.
Authentically New York
That’s where the Herald Square opening comes in. Along with its existing New York stores in Brooklyn, Queens, and Staten Island, the flagship gives Primark a higher-profile stage to introduce itself to U.S. consumers.
“What New York represents globally to us as a brand is very important,” Federico said. “It’s a fashion epicenter, and it moves things culturally and globally. Our move to New York signals how serious we are about our U.S. expansion and the longevity of our brand here.”
