MC&C Media

Core disciplines: Digital, Media planning & buying

Driving reappraisal with TM Lewin


In an uncertain economy, our challenge was to drive high street footfall for heritage retailer TM Lewin by building brand fame and reappraisal with a younger audience.


We deployed a ‘tease and reveal’ campaign with Mr Perfect himself, building intrigue by firstly exposing Gary in London press and on OOH sites, but not the brand behind him. Once curiosity peaked, the #Linekerlewin creative was revealed across outdoor, coffee cups, press, magazines and bus sides, as well as increasing reach at further football grounds to create awareness at scale.


The campaign boosted brand reappraisal by generating a staggering £1.5m of free “earned” high-value coverage, 3 times the paid media investment of £500k, which resulted in a significant 10.2% increase in sales YoY.


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