New Tu & Me campaign instalment by New Commercial Arts launches


New Commercial Arts, with client Tu (Sainsbury’s), has launched the second instalment of its Tu & Me brand campaign.

Tu & Me

Mirroring the creative treatment of A/W ’22 but with even more focus on bringing the storytelling to life whilst highlighting versatility and value for money.

Shot against a stark white backdrop with a vibrant and graphic text, the work showcases the Spring / Summer collection of Tu Clothing across women’s, kids, and menswear.

Welcoming back Mel Bles at Webber Represents as photographer and director of the work.

The idea comes to life via a high impact and mass reaching media plan including BVOD, large format outdoor sites, national print titles as well as paid and owned social media channels.

Nici Hofer, Founder and Artistic Director at New Commercial Arts, said: “We are proud of this next instalment of Tu & Me, a campaign with a bold look and feel that provides important messaging that everyone can create their own style at very affordable prices”.

Media planning and buying by PHD and Essence.

The Tu brand was founded in 2004 for Sainsbury’s, as a replacement for the Jeff & Co range designed by British fashion designer, Jeff Banks.

It was initially launched in 160 stores. The original range included both clothing under the “TU” brand and homewares under the brand “TU Home”, though the latter was changed to Habitat in 2021.

In 2015, Sainsbury’s set up a dedicated website, (branded as, to sell the product range nationwide to a much bigger audience.

In January 2023 the fashion brand announced the launch of its brand-new premium lingerie range fronted by newly appointed brand ambassador Ashley James.

Sainsbury’s said at the time that the collection, which caters for sizes 32A – 42GG, was inspired by the James who is a mum, as well as being a TV presenter and DJ.


Channel 4.0 signs its first branded deal with e.l.f. Cosmetics