Sainsbury’s has unveiled a weather-responsive outdoor marketing campaign for its Tu clothing brand.
The retailer will run its campaign, which will show different looks depending on the weather outside, across interactive advertising screens nationwide until 26 March.
The campaign, devised by communications and media buying network PHD, will use Met Office data to determine whether it is sunny, dry, wet or windy and select the most appropriate Tu advertising shot.
The advertising aims to “address the challenge of seasonal collection launches not aligning with the British weather” and communicate that Tu has “the right outfit, for the right moment”, said the press release from the agencies involved, which included production outfit Grand Visual.
The outdoor activity is part of a broader campaign for the supermarket clothing collection this spring, which will span digital, social, print, YouTube and native channels.
Sainsbury’s has significantly upped its clothing division over the past year with the launch of Tu Premium - a womenswear brand that aims to rival the catwalk-led designs of Hobbs and Whistles - and the addition of external sportwear brand Admiral Performance to its menswear portfolio.
The supermarket has registered strong growth in clothing sales over the past three years as sales increased by 8.5% in 2015-16, having hit a high of 11.9% growth the year before.
Supermarkets now account for £1 of every £10 spent on clothing and 23% of items bought, according to data from Kantar Worldpanel.