The Edinburgh Woollen Mill launched classic brand, Country Casuals across 36 of their UK stores and wanted media and consumers to fall back in love with the brand that has graced the high street since 1973.

The aim was to create brand awareness in the store’s local areas, and to engage with media and digital influencers by building on the brand reputation for uncompromising quality, innovation and stylish design.

This relaunch worked in tandem with our national product placement campaign for The Edinburgh Woollen Mill in their 380 UK stores pushing hero products, increasing footfall and driving sales.

Total reach was over half a million , with coverage in key titles across consumer and news media.

This launch is far from run of the mill.