Myer brings back ‘My Store’ campaign after four years to pay homage to its heritage

Australian department store Myer has rebooted its ‘My Store’ campaign, four years after the brand first shifted away from the ‘Myer is My Store’ tagline.

The retailer is bringing back the well known brand positioning after Myer and its creative agency of record, Clemenger BBDO, dropped its long-term ambassador Jennifer Hawkins and took a more aspirational approach, with an umbrella message of “find wonderful”.

The ‘Myer is My Store’ campaign pays homage to the retailer’s heritage and the various services it provides to many Australians.

Despite being a recycled brand positioning, Clemenger BBDO Melbourne has used a new “contemporary look and feel” to show the ways in which the brand is evolving.

The 30 second television ad, which debuted on TV screens across Australia on Sunday night, features women, children and families using Myer products in their everyday life to explain the different ways Myer is their store.

The ad depicts Myer as “my backyard”, “my catwalk”, “my world” and “my everything”.

Simon Lamplough, managing director at Clemenger BBDO Melbourne, said the brief was to help Myer reconnect with its customers.

“Our aim was to reignite the feelings that Myer is everyone’s store. There is a huge amount of goodwill towards the Myer brand and the improvements being made to the Myer offering, so it was our job to harness those positive emotions and to remind customers that Myer is their store.”

John King, Myer’s CEO and managing director, said in a statement: “Myer is Australia’s department store. We have been there for generations of Australians, for their everyday life, but also for their most memorable and special occasions, whether that be: ‘My Birthday’, ‘My Christmas’, ‘My Father’s or Mother’s Day’ or ‘My Wedding’.

“The ‘My Store’ campaign showcases how Myer has been, and will continue to be, a part of the Australian way of life.”


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