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Fashion Network
11-06-2025
- Entertainment
- Fashion Network
Sainsbury's enlists Kemp family for Father's Day campaign
With Father's Day looming, brands are pulling out all the stops to attract the dad-focused shopper and that includes supermarket fashion brands such as the Sainsbury's Tu Clothing label. In Tu's case, it has focused on pop star/actor Martin Kemp (who's long been a collaborator with its Union Works owned menswear brand) and his radio presenter son Roman Kemp. But the rest of the family is also included with imagery shot by Kemp's daughter Harley Moon Kemp and wife Shirlie Holliman and the family dog also putting in an appearance. The product focus is the latest Union Works at Tu collection. In a campaign 'filled with laughs, love, and a touch of family rivalry, the question is: Who really wears it better?,' we're told. Tu supplier Poeticgem said it's a 'hilarious collaboration [where] you see the Kemps battle it out to see who really does wear it best for a Father's Day special'. Given the family focus of much Father's Day spending, supermarket brands are in a strong position to maximise that spend as their product offer's very geared to products with family appeal. And using famous faces to reach out consumers is key at a time when those consumers are particularly cautious, especially as Father's Day isn't a spending occasion seeing growth at present. Father's Day in June is a smaller spending occasion overall than Mother's Day in March and a new study from global gifting marketplace Flowwow said only 45% of UK consumers plan to celebrate it this year, down slightly compared to 2024. Father's Day gifting is predicted by GlobalData to reach a value of £1.123 billion this time, small compared to the £2.4bn+ spent for Mother's Day, but still a significant occasion.
Fashion Network
11-06-2025
- Entertainment
- Fashion Network
Sainsbury's enlists Kemp family for Father's Day campaign
With Father's Day looming, brands are pulling out all the stops to attract the dad-focused shopper and that includes supermarket fashion brands such as the Sainsbury's Tu Clothing label. In Tu's case, it has focused on pop star/actor Martin Kemp (who's long been a collaborator with its Union Works owned menswear brand) and his radio presenter son Roman Kemp. But the rest of the family is also included with imagery shot by Kemp's daughter Harley Moon Kemp and wife Shirlie Holliman and the family dog also putting in an appearance. The product focus is the latest Union Works at Tu collection. In a campaign 'filled with laughs, love, and a touch of family rivalry, the question is: Who really wears it better?,' we're told. Tu supplier Poeticgem said it's a 'hilarious collaboration [where] you see the Kemps battle it out to see who really does wear it best for a Father's Day special'. Given the family focus of much Father's Day spending, supermarket brands are in a strong position to maximise that spend as their product offer's very geared to products with family appeal. And using famous faces to reach out consumers is key at a time when those consumers are particularly cautious, especially as Father's Day isn't a spending occasion seeing growth at present. Father's Day in June is a smaller spending occasion overall than Mother's Day in March and a new study from global gifting marketplace Flowwow said only 45% of UK consumers plan to celebrate it this year, down slightly compared to 2024. Father's Day gifting is predicted by GlobalData to reach a value of £1.123 billion this time, small compared to the £2.4bn+ spent for Mother's Day, but still a significant occasion.
