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Award-winning campaign sees Coventry University student land placement with Tesco fashion brand F&F
Poppy Whitford
University news / Creative and Cultural Industries
Tuesday 26 May 2026
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A Coventry University student who designed a striking campaign for a major clothing brand has won a prestigious fashion marketing award.
Poppy Whitford, who is in her final year studying Fashion, Brand and Communication, won the F&F Marketing Brief competition in partnership with the Graduate Fashion Foundation with her campaign entitled Candid Summer.
Inspired by a trip to the US last year, Poppy submitted photos and videos to illustrate how F&F - whose clothing line is stocked in Tesco - could showcase their items.
Her campaign, aimed primarily at women aged 18 to 25, was designed with a youthful travel focus and featured vibrant pictures in a range of settings with a vintage feel.
Poppy also created the wire frame of a campaign website to demonstrate how it could fit in with the brand and conducted extensive competitor research.
In recognition of her achievement Poppy will now get the chance to take up a month-long placement with F&F as she makes her first steps within the fashion industry.
I’m really happy to have won the award - it’s a great achievement and the placement that is offered to the winner is an amazing opportunity. I was one of those shortlisted before the awards and we all got the chance to visit the F&F headquarters, which was a great experience. This is a competitive industry - everybody loves fashion - so this is really valuable for me.
I’ve always loved fashion, I loved putting together outfits when I was a child. My passion is skiing and activewear and I think this comes across in my work. Ultimately I’d like to work in that part of the industry.
The course at Coventry University has been fantastic, particularly the final year because I’ve had so much freedom to develop my skills and pick my own modules and projects. My tutors are great and I feel confident that I can use the skills I have developed within the industry.
Poppy Whitford
Our Fashion, Brand and Communication course helps our students break into the industry by providing practical, creative and technical skills. Using industry-standard software helps to build a professional portfolio and offering networking opportunities and live briefs often lead to placements and internships.
These real-world experiences help prepare our students for what industry wants and gives them the ability to deliver professional, industry appropriate outcomes.
Poppy’s application of social and web analytics, along with her professional execution of ideas, resulted in a highly creative campaign which secured her a placement with F&F.
This is a fantastic opportunity for Poppy and is well deserved after all her hard work. The whole of the Fashion department is very proud of her achievement.
Nigel Hopkins, Fashion lecturer at Coventry University
Find out more about studying Fashion, Brand and Communication at Coventry University.
