Category

Best Marketing Campaign of the Year – Shoestring

Entered By

Fremlin Walk

Why did you want to enter The Revo’s? 

At Fremlin Walk, we’re incredibly proud of the positive momentum the centre has experienced over the past year. Since being acquired by Frasers Group in 2024 and managed by CBRE, the centre has gone from strength to strength with more than six new store openings this year alone, a revitalised tenant mix, and strong performance across all key metrics.

Partnering with our new marketing agency, FrogBox Marketing, has further transformed our output. Their creativity and strategic approach have elevated our events, social media, PR, and tenant engagement to new heights.

Entering The Revo’s was an opportunity to showcase that success, not only to highlight the impact of our Father’s Day campaign, “Dad Mode: Activated”, but also to celebrate the strength and vibrancy of Fremlin Walk’s ongoing evolution.

What makes your entry standout?

What makes “Dad Mode: Activated” stand out is its strategic insight and community engagement. We identified that male audiences had been underrepresented in our previous campaigns, despite a strong male fashion offering, particularly following the opening of Frasers. Father’s Day provided the perfect opportunity to redress that balance.

The campaign highlighted our male oriented retail and gifting brands while showcasing our family friendly dining options such as Pizza Express, Five Guys, Jamaica Blue, Muffin Break and Taco Bell. What truly set it apart though was the record level of tenant participation, with over 80% of stores getting involved, offering free samples, in store experiences, giveaways and exclusive offers.

It was a campaign that not only drove awareness and footfall but strengthened the sense of community within the centre.

How do you envision the future of your industry, and how do you hope to contribute to it?

The retail and placemaking industry continues to evolve rapidly but the fundamentals remain the same; creating great experiences, adding value for our visitors, and building meaningful connections between brands and the community.

At Fremlin Walk, we aim to lead by example, continuing to innovate both digitally and physically through dynamic events, strong tenant partnerships, and creative campaigns that respond to shifting consumer trends.

Our goal is to ensure that every visit feels engaging, personal, and memorable, reinforcing the role of retail destinations as true community hubs.

What one word best summarises your entry?

Revitalised