Primark launches its first full-funnel media campaign with influencer Giulia De Lellis

Primark is entering a new phase in its marketing strategy with the launch of "Primark, Picked by Giulia De Lellis", the first full-funnel media campaign carried out by the retailer in Italy.

A project that confirms the long-term commitment of the brand, which has been present in the country for ten years, and aims to further strengthen its awareness, relevance and connection with Italian consumers.

The campaign

The campaign, created by Edna Creative Studio, includes a comprehensive media plan combining a high-impact out-of-home (Ooh) presence in Italy’s main cities, including Milan, Rome, Naples, Bologna and Florence, with a nationwide digital strategy. The media plan is developed primarily through social media, with dedicated content on TikTok and Instagram, including reels and stories created by creators selected for the project, as well as collaborations with leading national publishing and lifestyle organisations on their respective digital channels. The aim is to consolidate Primark’s positioning as a go-to destination for quality fashion and lifestyle at affordable prices.

The collection and partnership

At the heart of the campaign is Primark’s autumn/winter collection, designed to inspire customers during the colder months with essential, versatile pieces and seasonal must-haves that combine style, quality and affordability. As part of this wider marketing activation, Primark will also bring the campaign experience into its stores through a dedicated partnership with Italian influencer and entrepreneur Giulia De Lellis, who will be the face of the special "Picks by Giulia" selection – a personal edit of the AW26 collection.

From casual and effortless pieces to those designed for more elevated looks, each item was selected by Giulia to reflect her style: contemporary, versatile and easy to wear. Through this collaboration, Primark aims to create an even more authentic connection with its customers, turning digital inspiration into a tangible and engaging experience in its stores.

The comments

"This is a truly exciting moment for Primark in Italy", said Luca Ciuffreda, director of Primark Italy "Over the past ten years, we have proudly consolidated our presence in Italy, building an ever-stronger relationship with our customers. This campaign marks an important new chapter in this journey and gives us the opportunity to tell an even wider audience what distinguishes Primark: style, quality and accessibility, all in one destination. Italy continues to represent a strategic market for our growth and we are delighted to launch this campaign involving customers across the country”.

Commenting on her selection, Giulia De Lellis said: "For me, fashion is above all a way to express your personality without taking yourself too seriously. For this collaboration, I chose pieces that genuinely feel like me, versatile and easy to style in different ways. I like to start with a statement piece and build the rest in a clean way: few accessories, but chosen carefully. I don’t like it when a look seems too contrived: it should always have something effortless about it, even when in reality a lot of thought has gone into it".

To celebrate the collaboration, Giulia De Lellis will be the star of a series of exclusive events in Primark stores in Milan, Rome and Naples, where she will meet her community, talk about her selection and share the styling tips that define her approach to fashion.

Primark appoints Francesca Vitale as senior marketing manager for Italy

Confirming its growing investment in the Italian market, Primark also announces the appointment of Francesca Vitale as senior marketing manager Italy, a newly created role within the organisation. With more than 18 years’ experience in the retail sector, Francesca has built a strong professional career leading cross-functional teams and developing high-impact marketing strategies. Throughout her career, she has devised and delivered national brand campaigns aimed at strengthening brand equity, increasing customer engagement and creating authentic, lasting relationships with consumers. Her experience will help support Primark’s growth in Italy, during a period of continued expansion and investment in the country.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.