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Boden Schools Americans on How to Behave ‘Like a Brit’ in U.S. Campaign

AdAge

April 08, 2019

By Alexandra Jardine

Featured Work

Boden — Like A Brit

Ads by Yard NYC reintroduce the British fashion brand Stateside

Boden, the British fashion brand beloved of the U.K. middle classes, is “reintroducing” the brand to Americans with its biggest U.S. marketing push to date, a new campaign that light-heartedly encourages them to behave “like a Brit.”

The ads, created by Yard NYC, include films in the style of “how to” guides, such as “How to work out like a Brit,” seen here, which shows models flicking badminton racquets and drinking tea. Other executions will encourage them to “button up like a Brit,” “speak English like a Brit” and more.  

The campaign launched last week as a “test” in the Chicago and Denver markets, using primarily OOH billboards, paid social, Hulu and NBCU pre-roll. It will also include an activation in Chicago where a Boden-themed brunch cart will roam the streets, passing out mini versions of a traditional British treats.

Boden has been available in the U.S. since 2002, but the campaign aims to tap into a  newfound appetite of Americans for all things quintessentially British, boosted, among other things, by Meghan Markle’s joining the Royal Family. It quotes research by Brand Finance and Attest, that shows 41% of Americans view products made in the U.K. as stylish and 73% of Americans say they are more favorable towards U.K. products and brands now than they were two to three years ago.

Gav Thompson, chief customer officer at Boden, adds in a statement: “We have some very loyal Boden fans across the pond, but we really wanted to show them some more of our British style, flair and attitude through this campaign. Like A Brit sums up some of our irreverent spirt and Boden’s brand essence of bringing joy through British style.”