Argos is targeting busy parents with its new advertising campaign ‘You’re Good to Go’ as it looks to sit at the heart of modern family life and be talked about for more than just its products and pricing.

It marks a significant shift in positioning for the UK’s third largest online retailer, which up until now has only had a “rational connection” with consumers.

“Argos’s brand purpose is making sure customers know we’re ‘good to go’ and ready to move at the speed of their lives,” the retailer’s marketing director Gary Kibble tells Marketing Week.

“When people talk about Argos they only really have a rational connection with the brand – it tends to be around range, price or availability – so we’ve worked really hard with customers to answer the question of why Argos exists and to build that emotional connection and bring that brand purpose to life.”

The 60-second ad, developed with The&Partnership London, follows the highs and lows of a British family as they make their way from their house to a holiday campsite.

It will run across TV, digital, social, in-store, out-of-home and print – with the campaign breaking on Saturday (28 April) on TV and online.

It is the first campaign from Argos to incorporate the Sainsbury’s brand following the supermarket giant’s £1.4bn acquisition of it in 2016, with Argos stores now up and running inside 200 Sainsbury’s locations.

While there are no current plans to do any joint advertising, Kibble says there is “definitely” an opportunity for Argos to make its relationship with Sainsbury’s “more overt”.