All advertising promised bitchiness and glitziness. A high-fashion shot of an ultra-modern boutique captured by a top fashion photographer featured WAGS dressed as models but behaving like minxes, setting the tone for the campaign. Cover wraps announced the rivalry and a fake boutique ad played on the stereotype of the shopaholic boyfriend-dependent WAG. Digital showed footage of the WAGs leaving the confines of the advertising space to fight. Ambient activity around the boutiques included red carpets to the stores, pampered Chihuahuas (with bespoke mini-urinal), fake tan, monogrammed WAGbags. A radio ad ‘interview’ highlighted the sniping beneath the fake smiles.

A week before transmission the fashion style ad ran in press near relevant editorial e.g. WAG fashion tips. An online campaign went live 24th Jan-27th Feb on websites such as Virgin, Mirror Gossip, Hello. Radio played out 2 days before transmission driving appointment to view. This was followed by an exclamatory newspaper wrap on the night of episode 1 announcing that the bitchiness was shaping up to be front page news. On the opening day, shopping mecca Carnaby Street was given WAG treatment - fake tan giveaways, red carpet to the boutiques, Chihuahua walkers. This was featured in the press/on youtube.com.