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H&T Pawnbrokers, the UK’s largest pawnbrokers, has unveiled its new Christmas campaign, 'Ready to be loved again'. The push is the first activity the brand has launched in partnership with M&C Saatchi since it appointed the agency earlier this year.

Tapping into the growth of shopping for pre-loved items, with , H&T’s new festive campaign seeks to drive sales of pre-loved diamond jewellery. It also prompts people who may not have thought of buying gifts from a pawnbroker before to consider it as a way to gift something unique to a friend or loved one.

M&C Saatchi has worked closely with H&T to develop a series of striking hero executions, each bringing the pre-loved concept to life by fusing vintage black and white photography with a modern, colour image, connected by a piece of diamond jewellery. The ads use a dramatic black background and feature lines such as “Timeless. For less” and “Pre-loved diamonds. Ready to be loved again”. All the executions carry the strapline: “Give a loved one a pre-loved diamond this Christmas”.

The campaign will run in over 250 stores throughout the UK as well as on social and digital channels. Media buying for the push is by M&C Saatchi Performance and campaign photography is by Nick Dolding at Horton Stephens Productions.

Cindy McCooey, marketing director, H&T Pawnbrokers, said: “We know that pre-loved gifts have grown in popularity in recent times, with more and more people choosing to buy sustainably and looking for gifts that can’t be found elsewhere on the high street. This campaign taps into this trend and highlights the benefits of buying pre-loved jewellery as a unique gift.”

Ben Golik, chief creative officer, M&C Saatchi, added: “When first bought, every piece of jewellery is chosen with love and with care. And their sparkle shines no less when chosen again. We want everyone who buys from H&T this Christmas to feel they are making the same special purchase. And what better, than a diamond that’s already been filled with love once before?”