Irish retail giant Primark marked its arrival in Manhattan by painting the town blue. Now, it’s taking that momentum global.
On Tuesday, the retailer is launching its first global campaign across the U.S., U.K., and Spain, signaling a shift in ambition to grow awareness and draw in new consumers on both sides of the Atlantic.
It follows the high-profile opening earlier this month of Primark’s flagship store in Herald Square, where the brand promoted itself with blue-dyed bagels, branded cabs, tote bags, and even an appearance from New York icon Sarah Jessica Parker.
Primark’s summer campaign, “The Get Away,” created by VCCP, borrows tropes from heist movies to lean into the idea that finding elevated summer looks at affordable prices feels like getting away with something. Directed by Tom Green through Stink Films, the ad follows three friends on a stylish getaway, with Primark outfits helping them slip into exclusive settings.
The effort marks the company’s first U.S. brand campaign and first coordinated global media investment. “It’s the first time we’re investing from a media and marketing standpoint to talk to more customers about the brand all at once,” said marketing director Wendy Duggan.
It comes at a moment when Primark is trying to close a recognition gap in the U.S. While the retailer entered the market in 2015 and now operates 40 stores there, brand awareness still trails behind Europe, where Primark is a household name.
“The challenges are the scope and scale of the U.S. There’s so much coming at consumers right now—not just financial strain on wallets, but so many brands and choices,” said Rene Federico, Primark’s head of U.S. marketing.
Authentically New York
That’s where the Herald Square opening comes in. Along with its existing New York stores in Brooklyn, Queens, and Staten Island, the flagship gives Primark a higher-profile stage to introduce itself to U.S. consumers.
“What New York represents globally to us as a brand is very important,” Federico said. “It’s a fashion epicenter, and it moves things culturally and globally. Our move to New York signals how serious we are about our U.S. expansion and the longevity of our brand here.”
The campaign, also created by VCCP, was about celebrating the city without appearing like an outsider trying too hard. The creative team leaned into city iconography with a wink, while collaborating with local talent like fashion photographer Andrew Yee.
“We know we’re coming in from the outside, and New Yorkers are extremely savvy when it comes to fashion,” said Nikki Lindman, global creative director at VCCP. “We have this tenet around playfulness, fun, and joy in fashion. That was the guiding light.”
Sarah Jessica Parker, who wore head-to-toe Primark to the VIP launch event alongside Bravo host Andy Cohen and fashion editor Derek Blasberg, became part of the effort for similar reasons.
“There was a familiarity and genuine fandom on her part,” Federico said. “She’s unmistakably New York and present in the style zeitgeist.”
Primark also timed the store opening to coincide with the week of the Met Gala.
“Without being confrontational, we were able to show up as who we are,” Federico said. “It projected confidence and claimed a spot in the style conversation.”
Betting on stores
Through both marketing pushes, Primark is trying to get people through its doors. Unlike many fashion retailers, Primark has no home delivery operation, making the in-store experience central to its business.
Duggan described the approach in the U.K. as “retail theater”—the thrill of discovery that keeps shoppers coming back.
“We talk about the joy retail can bring: the thrill of the chase, the find,” Duggan said. “Stores thrive off that buzz.”
Primark is targeting what Duggan described as “savvy shoppers,” ages 25 to 40, with a pitch that they don’t have to compromise on style, quality, or affordability.
“Awareness is the biggest challenge and barrier,” Federico said.
