- Martha Stewart will be the face of American Eagle’s holiday campaign, as the brand looks to expand its generational appeal.
- Stewart, who is known for her lifestyle, home decor and fashion tips, is clad in denim and depicted against a denim colored background for the holiday campaign. The campaign’s centerpiece is a 30-second commercial that depicts Stewart wrapping her gifts in denim cloth.
- The campaign will also feature additional content that shows off Stewart’s hosting prowess, with a focus on the brand’s core denim product. It is part of the brand’s “Give Great Jeans” campaign that kicked off earlier this year.
American Eagle’s holiday campaign is specifically designed to appeal to a wide audience, according to company CMO Craig Brommers. Though an octogenarian, Stewart appeals to both the brand’s core Gen Z customers, as well as their parents and grandparents. “Gen Z’s watching her on TikTok, mom is watching her on Instagram, grandma is watching her on ‘The Today Show,’” Brommers told Marketing Dive. “There’s not a place that people aren’t experiencing and loving Martha.”
The campaign was informed by research that showed Stewart’s appeal has grown among Gen Z consumers in recent years. Stewart, meanwhile, has been a mainstay in several advertising campaigns of late.
The 30-second spot and additional content featuring Stewart will run on digital and social media, connected TV and on American Eagle’s and Stewart’s owned media channels. The campaign will also include creator partnerships on Instagram and TikTok.
The holiday campaign is an extension of the brand’s “Give Great Jeans” effort, which launched with a social content series called “AE Holiday House.” In that campaign, a multigeneral cast – all wearing American Eagle apparel – lived together in a single home.
