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Ann Summers

  • Ann Summers
  • Ann Summers Ad
  • Ann Summers
  • Ann Summers
  • Ann Summers

Client Objective

Generate print, online and broadcast coverage for the Search for the Face campaign and winner Lucy Moore;

Continue to change brand perceptions and engage with key press who have previously been closed to the Ann Summers brand;

Position Ann Summers as a brand for real women, striving to change perceptions within the fashion industry and highlighting their range of fashion focused and affordable lingerie;

Engage with new audiences, drive traffic to the website, and increase Valentines Day sales.

Originality and creativity


The Search for a Face of a Brand took Ann Summers into a new space within the industry and enabled them to take the lead on conversations surrounding the use of plus size models within the fashion industry– a bold move which few other brands have risked.


The multi-faceted campaign including the nationwide search across UK, Ann Summers’ first ever TV ad campaign, and the strong real women message made for an innovative and creative campaign which excited both the consumer and fashion Press alike.

Strategy and implementation

Campaign started with 4,000 women taking part in regional model search roadshows;

After a shortlisting and judging process, 10 finalists were picked to appear in the ITV2 advert;

In January 2012 Lucy Moore was announced as the new face of the Valentine’s campaign through an assault of print, online and broadcast media;

To continue the real women message we then invited 25 Ann Summers’ fans to London to march down Oxford Street in Ann Summers lingerie to officially launch the new Wardour Street store.


Results and evaluation

The campaign was a huge success with over 4,000 women applying and resulting in widespread coverage across a variety of national/regional print, online, broadcast and trade titles. Coverage included: The Sun, Look, Daily Mirror, Daily Mail online, BBC Radio Solent, and Retail Week.

PHA played an integral role in the PR and management of our Model Search campaign and generated a high level of coverage which we were delighted with. Their hard work, creativity and strong media contacts played a key role in the success of this campaign.

Ann Summers PR Team

Featured publications

  • BBC Radio Solent
    BBC Radio Solent
  • Daily Mirror
    Daily Mirror
  • LOOK
  • Mail Online
    Mail Online
  • Retail Week
    Retail Week
  • The Sun
    The Sun