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Black & Lizars launches new ad campaign

The Scottish group’s first advertising drive in a number of years is designed to highlight its service and price-point

Black & Lizars advertising campaign

Black & Lizars has launched a new advertising campaign that is themed ‘surprisingly affordable.’

The Scottish optical group rolled out the campaign across all shop fronts, as well as print, digital and in-practice platforms last week (14 August).

Coinciding with the initiative, which is designed to highlight Black & Lizars’ commitment to the premium service and the price-point, it also launched a new website.

The company’s new marketing manager, Sarah McNaught, who joined earlier this year, said: “The new visual identity captures what Black & Lizars stands for and is already well-known for; unrivalled customer service and a wide range of designer products, while highlighting its surprisingly affordable prices.

“Our campaign communicates these fundamental principles of our brand, while also targeting an increasing footfall, sales and attracting new patients.”

Ms McNaught highlighted that Black & Lizars has not invested significantly in marketing or advertising for a number of years, but that she and managing director, Michelle le Prevost, agreed that it was “time to refresh our creative offering to compete more effectively in the industry.”

Black & Lizars has 23 practices across Scotland, and one in Belfast.