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Jacamo: Real Man Runway


It’s just for fat blokes isn’t it? How do you broaden the appeal of Jacamo without alienating the core customer?


Jacamo Champions Real Men – speak to men of all shapes and sizes by becoming the champion of the male body, in all its glorious forms.


Real Man Runway – the search for a more realistic face and body of Jacamo.

A three-month programme fuelling conversation in media and on social channels with headline-grabbing research and a first-of-its-kind search for the new face and body of Jacamo, led by brand ambassador Freddie Flintoff.

The campaign was so successful, with over 101 millions OTS, it allowed us to continue conversations with media throughout the whole of Q4 2016, and even saw a group of RMR finalists protesting for ‘fashion for everyone’ at London Men’s Fashion Week.

Social Impact

5.5M twitter impressions of the hashtag & mentions of 'Real Man Runway'
4M website visits during campaign period

Media Impact

Media Impact
PRMoment Winner awarded Best Retail & Fashion Marketing Communications Campaign of the Year 2017
37 pieces of coverage
101M+ OTS

Business Impact

Business Impact
£0.50 CPM
£14.5M coverage during this period led to uplift in sales revenue
£288,000 sales revenue averaged per day during 10 days of coverage - 48% up from 10 days prior to coverage