Independent media agency for dynamic growth brands, The Specialist Works, has today launched House of Fraser’s seasonal campaign: ‘Make Christmas a Classic’, with creative from The Gate Agency focusing on building trust and bringing warmth into the homes of viewers.

Targeted at women and men with sophisticated style and taste who favour quality items when shopping, the campaign will run on TV and BVOD with the aim of putting the House of Fraser brand front of mind for shoppers this festive period to drive retrial, reappraisal and purchase.

The Specialist Works’ media strategy pivots on the concept of making sure this Christmas is a classic and is well-celebrated. This was surfaced via research showing that while 88% of the population are concerned about the current economic climate, only 20% are planning on drastically cutting their Christmas expenditure.

They translated their findings into a media strategy that will capitalise on key Christmas moments for the House of Fraser messaging across high reach, broadcast AV formats and cherry-picked high profile spots to align with quality programming (with quality also being something the House of Fraser audience looks for in their fashion choices).

Slots include the first episode of I’m a Celebrity Get Me Out of Here, Coronation Street, and Bake Off Extra Slice – kicking off the first on-air week with a bang. The campaign will then continue to run on TV and BVOD, along with social media activations, allowing House of Fraser to maintain its brand presence throughout the festive period while also capturing the ‘second screeners’ who search for products online after seeing an ad.

A spokesperson for House of Fraser commented: “We wanted to use this campaign to put House of Fraser front of mind this festive season and use it as an opportunity to remind people of the joy of Christmas by bringing warmth into the homes of viewers. House of Fraser is the ultimate destination this season, and we are delighted to work with The Specialist Works for the second year in a row, to portray our messaging in front of our audience on a mass-scale.”

Richard Maisey, Group Client Director at The Specialist Works, said: “The festive period is always a busy time for both brands and shoppers. And with the added challenges of the current economic climate, we wanted to make sure that House of Fraser remains front of mind among shoppers. No-one does Christmas quite like House of Fraser, it has been so exciting working together on this campaign, and we look forward to continuing working together for future campaigns.”