Bra maker Bravissimo hires Dig For Fire for support

by Julia Pearlman,, Brand Republic 03-Feb-05, 07:00

LONDON - Bravissimo, the leading lingerie retailer for the larger-breasted woman, has appointed Dig For Fire to work on direct marketing activity.

The Yorkshire-based agency won the account following a three-way pitch and will initially create customer acquisition campaigns running throughout the first half of the year via off-the-page press advertising, inserts, door-drops and direct mail.

The £19.5m lingerie company recently celebrated its 10th anniversary and has a rapidly expanding retail chain with a customer base of more than 50,000 women.

Bravissimo was launched from the living room of Sarah Tremellen in 1995 and run as a mail order business catering for women with D-JJ bra cup sizes.

It was voted Best Lingerie Retailer at the Draper's Record Fashion Retail Awards between 2000 and 2003 and has appeared in the Sunday Times Fast Track 100 three times.

Charles Glover, managing director of Dig For Fire, said: "This is a fantastic win for the agency, Bravissimo is an inspiring British success story."

The agency is working on an integrated direct mail campaign, which will break in March.

Elly Rawstron, head of marketing at Bravissimo, said: "Both strong direct marketing and customer service have contributed to our acquisition success.

"We want to continue to grow our brand and we recognise that this involves taking our marketing on to another level."

Dig For Fire, which has 80 employees and billings in excess of £33m, handles direct marketing, advertising, digital media and PR campaigns for Tesco, Express by Holiday Inn, Little Chef and the Budget Group.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.