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
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