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CM1STMAS '19

Brand, video, digital & magazine for a nation-wide Christmas retail campaign. 

THE BRIEF

After a successful pitch win, we were tasked with promoting the UK’s newest City of Chelmsford as the retail destination of Essex for Christmas, generating awareness within the City and surrounding areas. We had to ensure that all retail opportunities were covered, and that word spread fast. 

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THE PROCESS

We incorporated the retail area postcode within the globally recognised term ‘Christmas’. In doing so brand recognition increased and provided longevity. We spread the brand across a fully functional, responsive website and an editorial magazine. We created a video as the focal point of the campaign as it is easily accessible and consumed by the audience. By using different media platforms to target every demographic of the general public. 

  • "We Are Fred were appointed to create a Christmas retail campaign that was bespoke to Chelmsford, and we were all very pleased when the CM1STMAS brand was revealed. The high end magazine they created helped to underpin the brand as a premium destination; a place to shop, dine and be entertained. The brand created by We Are Fred is timeless, and extremely relevant as CM1 is the postal code for the premium shopping area. The brand positioning for CM1STMAS complemented the John Lewis & Partners brand perfectly, and we even send some copies of the magazine up to head office to have a look."
    Morton Edwards,
    John Lewis Partner and Brand Manager

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