Dunelm has launched a new marketing campaign, focusing more on its ‘home of homes’ calling card.
Created in partnership with Creature London, with media support from Goodstuff, the campaign gives new resonance to the calling card and positions the retailer as a holistic and flexible brand platform. The campaign focuses on the breadth of the range, the value, quality, sustainability, environmental initiatives, and the brand’s charity work.
Dunelm’s commitment to offering quality and choice across a range of price points, across all areas of the home, has enabled it to thrive during the cost-of-living crisis. The customer first approach has seen growth and a further three stores will open between now and Christmas.
The new brand platform and campaign has been headed up by Sean McGinty, newly appointed marketing director, who previously worked at Aldi. Sean commented: “Putting the customer first, offering exceptional choice, unbeatable value and quality, along with a strong commitment to sustainability, has been the cornerstone of Dunelm’s success to date.
“The home of homes was already there, we’ve just shone a brighter light on it. Using it as a platform showcases the vast breadth of offer that makes Dunelm the ultimate homewares destination – we want everyone in the UK to know that Dunelm has the answer to all their homeware wants and needs.”
The soundtrack to the campaign is a rewritten version of You’re the One That I Want from Grease and the TV ad centres around a family trying to to update their home and visiting Dunelm to find everything they need under one roof.
Stu Outhwaite-Noel, chief creative officer at Creature, said: “Working with Dunelm is a joy, especially when you get to mess with one of the all-time great trans-generational wedding dancefloor fillers to make a piece of work that we suspect real people are going to bloody love. Excited isn’t the half of it – I’ve got chills and they’re multiplying.”
The campaign will run on TV, BVOD, YouTube, radio, out of home, digital and paid social.
