Matalan has launched a multi-million-pound brand campaign, “We get you, and we’ve got you”, which centres around the brand’s family approach.

In partnership with McCann Manchester, the campaign runs across TV, OOH, audio, connected TV, digital TV, social media and in-store activity, alongside featuring on lead spots across Heart and Smooth FM.

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The brand platform, which has been developed for over nine months marks the next step in the company’s transformation journey.

So far, the retailer made a £35 million investment to lower prices across its product range and a wider size offering across its site, which also includes third-party brands.

The campaign will also boast a range of celebrities including Josie Gibson, Zoe Hardman and Dev Griffin, who will al celebrate the reality behind family life.

Matalan Chief Customer and Omnichannel Officer, Ali Jones, said: “Life for so many families has always been a fabulous but frantic juggling act often filled with difficult trade-offs. Right now, it’s harder than ever. We’ve spent time getting really close to our customers and understanding them more deeply.

“Through this campaign, we want to show those families that we get them, and we’ve got them – with a choice of stylish products at great value and a hassle-free shopping experience that fits their lives.”

McCann Manchester, Executive Creative Director, Imogen Tazzyman, continued: “We’re absolutely buzzing to get our new Matalan work out into the wild.”

“None of us enjoys watching those picture-perfect lives that don’t look anything like our own, so it was an absolute delight to work with the team to bring to life an idea that embraces family life in all its glory”

The news comes as Matalan recently became the first UK retailer to launch a Generative AI (GenAI) tool to create its product descriptions.