HCP intends to promote the shoes, which come in larger sizes than those usually stocked by women’s shoe shops, to the gay and women’s press.
The agency won the £48,000 account in a three-way pitch and has a remit to promote the shop’s products, website and mail-order catalogue.
It will kick off a campaign to make the shoes appear sexy and feminine to overweight and well-built women by conducting an alternative fashion show during London Fashion Week, using slim models with large feet.
To allow the shop’s target audiences of female consumers, transsexuals and cross-dressers to shop separately, it plans to hold exclusive open evenings for the gay community.
The agency hopes to persuade female celebrities with large feet, such as Olympic sportswomen, to endorse the campaign and to develop partnerships with model agencies, basketball teams and tall people’s associations.