Curry's picks up fans on TikTok by speaking to Gen Z in their own language

Curry’s has embraced a strategy that is refreshingly real: to actively not try-hard.

Its latest TikTok video is a prime example of how embracing natural identity, but knowing the balance between brand and audience, can create a connection that feels genuine and relatable when reaching youth audiences.

Curry’s is not necessarily your first thought for a trending brand but it is an essential one. 

It isn't pushing the high-aesthetic, influencer and celebrity-driven collaborations (think Wagas and GK Barry) to capture Gen Z's attention.

Curry’s has understood that this approach will do nothing for it. Instead, it has leaned into a space that’s more aligned with who it is. Purposely embracing ‘awkward’ means it comes out as accessible and therefore, extremely likeable.

The genius of this strategy lies in its authenticity. Curry’s doesn’t try to mask who it is - an electrical retailer - with the glossy veneer of youth culture. Instead, it acknowledges its place and cleverly uses it to its advantage. This creative, where a Curry’s employee tries to use the ever-evolving Gen Z slang, is a brilliant reflection of this. 

It’s endearing and hilarious — and most importantly, it’s relatable.

For many viewers, the content hits close to home.

The generational gap in communication is something that almost everyone and anyone has experienced. Hearing someone slightly out of the loop, like a parent, trying to navigate the slang that is second nature to younger people is amusing - it’s a shared experience. I still laugh at the slang my brother uses on the phone and he’s only two years younger than me….

By portraying this in its content, Curry’s taps into a universal truth: the humorous disconnect between generations and yet the fact we all have shared experiences, like needing to buy a new air fryer or iron.

This approach is gaining huge traction among brands that recognize value in being relatable and comfortable in their own skin. Take Hobbycraft, that seems to constantly be cropping up on your (my) FYP. It is encouraging its own employees to follow TikTok trends, embracing the awkwardness, and showcasing the human side of its brand. In doing so, it's created content that feels more like a friend’s post than a polished piece of brand content. It's clever. Curry’s is taking a similar path, and it’s working.

Gen Z can spot inauthenticity instantly, so there’s no point forcing it. 

By using the power of awkwardness, Curry’s is not just acknowledging its brand identity; it's embracing it and using it as a strength.

In an era where everyone is vying to be seen as trendy, Curry’s is succeeding by being the opposite and, therefore ironically, being on trend. It isn’t your kids’ favourite brand, and it's okay with that because they are somewhere you can both trust for your electricals. Instead, they’re speaking to Gen Z in a way that’s excitingly different by being real.

Campaign images courtesy of Curry's.