Optical retailer Vision Express seeks to “consolidate its brand position as a leading eyewear supplier” and “redefine its credibility” in the sunglasses category by promoting its sunglasses line with the new brand ambassador, Gary Lineker.
Frank’s mission is to deliver a mainstream campaign strategy that drives both awareness and consideration and strengthens the brand’s association with style.
The goal is to transform Vision Express’s engaged audience into sunglasses buyers, making it the go-to retailer for all eyewear needs.
The program will be activated through a series of fashion-focused creative campaigns designed to deliver ‘parability’, the first of which features Gary Lineker as he launches a handpicked selection of eyewear and sunglasses – The Lineker Edit.
The account will be led by Frank’s director, Melissa Robinson, who said, âThe Vision Express brief is a perfect fit for Frank: use a remarkable, knowledge-driven creation to insert an established and popular brand into relevant everyday conversations.
âOur ambitious and exciting plans will reframe consumer perceptions of Vision Express and its products, as we leverage the partnership with Gary Lineker, or maybe we should say ‘Lin-eyecare’, to show the style credentials. constantly evolving brand. “
Claire Stuart, Senior Director of Public Relations for Vision Express, added, âWe wanted an agency that knew how to take a story along with our new brand ambassador and who, like us, was passionate about connecting with consumers in such a way. fun and human.
âWe’re excited to leverage Frank’s storytelling expertise toâ¦ infiltrate conversations as we work together to achieve our ambition for this project – to increase awareness and consideration of our stylish product offering. “
In March, Frank Graham Goodkind co-founder and CEO Alex Grier bought the company from Australian holding company Enero.
Last year Frank co-founder Andrew Bloch was appointed to lead AAR’s public relations consultancy, succeeding Alex Young.