Cotton Traders' cheeky Lytham St Annes ad causes stir - but brand offers special discount to win back locals

The advert, which features the brand’s fictional star Deborah, plays on the idea that Cotton Traders is often pigeonholed as a rugby shirt retailer.

In a cheeky twist, the voiceover says: “Assuming Cotton Trader just does rugby shirts is like assuming Deborah’s off on a coach trip to Lytham St Annes.

“But Deborah doesn’t like Lytham St Annes. Deborah likes Ibiza. Cotton Traders. Full of surprises.”

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Unfortunately, not everyone took the jab in good humour.

One disgruntled local took to Twitter to voice their dismay: “@cottontradersuk Well, you've just lost all your customers in #LythamStAnnes, if you ever had any! #advert.”

But Cotton Traders wasn’t about to let things get too heated.

They quickly responded to explain their new ad campaign was intended to showcase a fun, lighthearted direction for the brand.

In an effort to smooth things over, they announced an exclusive offer for anyone living or working in Lytham St Annes.

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To sweeten the deal, A Place in the Sun star Jasmine Harman was also spotted wearing a “I Love Lytham St Annes” t-shirt, proving Cotton Traders was, in fact, showing some love for the town despite Deborah’s vacation preferences.

The offer includes 15% off when spending £30 or more using the code LY15, valid until May 4, 2025.

So, while the ad may have ruffled a few feathers, Cotton Traders is clearly hoping the power of discounts will help mend any broken hearts.