CREATING PRIMARK’S BRAND IDENTITY IN THE CEE REGION

LEAD OFFICE

Warsaw

The Challenge

How do you build a positive brand image that offers more sustainable fashion at affordable prices?

Since 2020, Grayling has been responsible for Primark’s corporate, fashion communications and influencer marketing. The retailer’s activities are supported by 5 markets – Poland, which is also a hub for the CEE region, Czech Republic, Slovakia, Romania and Hungary. Our main goal is to strengthen brand awareness among target groups and increase consumer trust.

The Solution

Tailor-made comms campaign around new store openings in CEE

Each new store opening includes pre-opening stakeholder meetings, sneak peek events for journalists and influencers, a grand opening with stakeholders attending a ribbon cutting and distribution of press materials. Throughout the year, we engage in dynamic collaborations with influencers, bringing innovative and creative projects to life. Additionally, we’ve excelled in organising and coordinating standout events that elevate the brand’s presence in CEE.