The Reject Shop looks to change perceptions of store in new campaign
The Reject Shop has unveiled a campaign aimed at encouraging consumers to “get savvy” as it looks to change perceptions of discount shopping.
Created by full-service agency Spinach, the TV ads feature a reworked version of The Partridge Family’s ‘Come on, get happy’ song, with a “cross section” of people using products available from the shop.
The Reject Shop general manager of marketing Allan Penrose said: “Over the last two years, The Reject Shop has grown exponentially. We now have a much larger national footprint and with that comes an opportunity to communicate our offer to a far larger customer base.
“Also, there are misconceptions in parts of the market that we need to correct, so we attract a greater share of Australia’s everyday shopping dollar. We are confident this new campaign will change perceptions of The Reject Shop.”
Spinach executive creative director Frank Morabito said: “Research tells us that shopping at The Reject Shop is fun; you never know what you’re going to discover. So the advertising had to be fun and communicate the breadth of product range.”
The campaign consists of 60 and 30 second ads, supported by 15 second product commercials.
Creative credits:
Agency: Spinach Advertising
Executive Creative Director: Frank Morabito
Art Director: Melinda Pritchard
Designer: Emma Garry
Account Director: Craig Flanders
Senior Account Manager: Lauren Clark
Strategy Director: Glenn Myatt
Agency Producer: Beaver
Production Company: Hub Productions
Director: Greg Willmott
Producer: Simon Hoy
Music: Dare
Sound Engineer: Front of House
Media: Spinach
Client:
General Manager Marketing: Allan Penrose
Advertising and Promotions Manager: Maria Giannopoulos
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Surely the perception is in the name, that’s unshakable.
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If they want to change perceptions from the public perhaps calling your chain “The Reject Shop” isn’t the best idea. Sounds like things people don’t want…
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Ewwwwww! A mutilated version of the Partridge Family theme song! Why? ‘Savvy’ also doesn’t scan with ‘happy’. Sorry to repeat, but ewwwwww!
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“Love ThySelf”
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The name says it all. Reject.
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From my experience working in FMCG this is the best place to find deals on branded product. The lines that are deleted from WW and Coles to make way for the newest flavour find their way into these types of outlets for ridiculous prices. The company I worked for would price products lower than anywhere else in the market here because it isn’t as visible. I still shop there!
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This is simply dreadful. They’ve taken a dated brand and managed to make them feel even more out of touch.
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Like the chemist warehouse, re wording well known songs for the advertising jingle. I miss the classic original ones from the 80’s Remember ” hey are you thinking ahead live it up live it up with the anz” also ” I know a place where the atmosphere is high and the prices are very low come to sydney tower” and not forgeting nsw sydney trains had the jingle ” when you ride the sydney system your up there with the best”
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Being someone who works for this company, I believe that this is an excellent way to introduce new members of the public into buying from this retail outlet. I personally don’t believe that the negative perceptions of this company are due to its name but rather where the company came from. Yes, the reject shop was once upon a time, a place that only sold rejected and nearly expired items however this has since changed dramatically and is no longer the case. The more this company does to change its image, the better. And this is a great start.
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