Case study

How Bauer Media helped to reframe Primark through premium storytelling.

The first Bauer Media partnership uniting Grazia’s editorial storytelling with nationwide outdoor amplification

When Primark, alongside their media agency Publicis, challenged Grazia to elevate perceptions of its collections, Bauer Media responded with more than a media plan.

Together, Grazia and Bauer Media Outdoor created a connected campaign spanning editorial, digital, social and outdoor — taking one fashion story from shoot to page, to screen, and to the streets.

The result was a multi-platform partnership designed to shift perception, driveattention and showcase how Bauer Media can help brands truly Own Every Moment.

The challenge

Reframing Primark for a fashion-conscious audience

Primark briefed Grazia to help reposition its collections for a more style-conscious audience: Elevating Everyday.

They wanted to improve perceptions through high-impact storytelling to be considered as the destination for elevated everyday fashion choices.

The ambition was to connect with consumers already engaging with premium high-street competitors, using trusted editorial storytelling to showcase Primark’s quality, versatility and trend credibility.

Rather than relying on traditional advertising alone, the campaign needed to feel culturally relevant, visually elevated and genuinely fashion-forward.

i181

Grazia's audience over-indexes for people who'd consider buying from Primark's key high-street competitors.

The insight

Fashion inspiration doesn’t stop at the page

Fashion inspiration carries greater influence when it comes from trusted voices.

By extending Grazia branding with a callout on the creative displayed Out of Home, the campaign transformed editorial authority into a real-world fashion experience.

Our research showed Grazia's ability to lend its established brand equity to other brands, and the ability to move product perceptions closer to Grazia's own profile attributes such as premium, stylish and trustworthy, with an average +6pp increase across 5 attributes.

Source: Toluna Lifestyle survey Dec 2025.

The campaign

One connected audience strategy.
One connected fashion story.

The response to brief was a connected creative platform built for fashion inspiration moments, with curated Primark collections that showcase their trend-led, high-quality clothing, and a campaign that turned inspiration into action with clear calls to action.

Bauer Media created a fully integrated partnership

Rather than adapting assets after launch, the campaign was designed from the outset to work seamlessly across: Print, Digital, Email, Social and Out of Home. Bauer Media's in-house team created a fully integrated partnership combining:

Grazia editorial storytelling

In-house creative production

Multi-channel content

National outdoor amplification

From shoot to street to store - full-service creative campaign delivery

Grazia’s editorial and creative teams developed campaign assets designed to travel seamlessly across pages, screens and streets.

From fashion shoots and social content to motion outdoor formats, every execution maintained a consistent editorial identity across every environment, all created by Bauer Media's teams.

Placing Primark in environments where style inspiration naturally converts into shopping intent.

Creating everyday moments of fashion inspiration

The campaign unfolded across multiple seasonal bursts, keeping Primark’s collections visible, elevating everyday moments.

Grazia storytelling delivered a campaign that felt relevant and credible, extended across editorial, digital, social and outdoor channels creating repeated audience exposure from inspiration to real-world retail environments across a connected customer journey. From premium editorial spreads and digital lookbooks to motion mall screens and high street formats, the campaign delivered a consistent fashion narrative at scale.

Bauer Media Outdoor strategically amplified the campaign across environments aligned to fashion discovery, shopping mindsets and high-footfall, to keep Primark’s collections visible throughout audiences’ everyday journeys.

"From the outset this felt like a true partnership, with a shared ambition to create a campaign that was visually stunning, creatively engaging and helped to shift perceptions for Primark. The result is a campaign that brings to life the diversity, value and style of our Get The Look collection in a way that feels authentic across every channel, whether that's within the trusted print environment of Grazia, engaging social video content, or amplifying at scale across out of home. We were thrilled to be the brand front and centre of the first campaign to run across both Grazia and Bauer Media Outdoor, giving us a unique and exciting opportunity to seamlessly reach audiences exactly where they are, while leveraging the strengths of each platform."

Kate Maunders

Head of Marketing Communications, Primark

The impact

A multi-platform campaign that reframed Primark

The partnership combined trusted editorial storytelling with nationwide outdoor visibility creating a connected fashion experience across every audience touchpoint.

Across multiple bursts, the campaign showcased how Bauer Media can help brands create culturally relevant content, then deliver it to audiences at scale.

bespoke video and photoshoots, capturing Primark's collections.

campaign bursts refreshed with new trends, hero pieces, and executions.

Bauer Media channels reaching fashion-conscious audiences.

100+

Outdoor locations used, in proximity to push audiences into Primark stores.

Own every moment.

Out of Home, reimagined. Reach massive, diverse audiences with data-driven DOOH campaigns, backed by market-leading expertise in formats, locations and results. Let's get your brand out there.