TOG24
TOG24 is a family owned brand that has been in business since 1958. In 2018 the baton was passed to the new generation of family members and a process of brand modernisation was begun, with the aim of moving the brand from a value choice to a first choice.
Outside of Ordinary began our work by decoding a brand vision that had been created for the business; drawing out the most valuable elements and turning this into ownable, actionable brand elements. Empowering the brand to fulfil its potential.
“You can always rely on Outside Of Ordinary to produce work that gives an effective voice to our brand. It addresses our business objectives, differentiates us in the marketplace and appeals directly to our target audience with warmth and wit”
— Danny Heaton, Marketing Director, TOG24
Process:
A cornerstone of our activity has been making TOG24 synonymous with moments of fun with family and friends in the great outdoors. Be that a picnic on the beach, a stroll through the woods or a pub meal at the end of it all. Spending time enjoying yourself with loved ones is just as important to TOG24 as it is their customers.
Their clothes aren’t the sort you’d conquer Everest in, so no need to go on about pitting our wits against nature. They will however keep you warm, dry and looking good on a typical four seasons in one day British day. We position the brand as a part of ‘proper’ days out that memories are made of.
The down to earth Yorkshire tone of voice created for the brand, combined with appealing yet accessible imagery and video content has contributed to unprecedented growth. As digital channels have grown in importance TOG24 now has a clear voice, personality and visual language that informs PR, social and paid media, collectively contributing to a 40% increase in revenue and 120% increase in site traffic.
Results:
OOO’s deliverables cover seasonal campaign concepts and execution, asset packs for brand comms and distribution to retail partners such as Next. We act as brand guardians to ensure everything stays on the right path to warm hearted, family friendly growth.
Testament to the success of this approach was the news that the brand’s most successful year came in the midst of the 2022/23 UK cost of living crisis. Proper clothing that does the job at a good price, and marketed with a good dose of fun, is exactly what the UK Public are looking for.
