Homeware retailer Dunelm is repositioning itself as ‘The Home of Homes’ with a new brand platform and multichannel campaign launching for autumn/winter 2023.
Created in partnership with advertising agency Creature London and featuring music from iconic film classic Grease, the campaign will allow Dunelm to breathe new life into its existing tagline with a new holistic and flexible brand platform.
While ‘The Home of Homes’ has been Dunelm’s calling card for many years, the campaign gives the line new resonance as it takes on a “significantly evolved focus”, allowing the retailer to showcase its breadth of range, value, quality, sustainability, environmental initiatives and charity work.
The new brand platform and campaign is the first piece of brand work from the homewares retailer since marketing director Sean McGinty joined the retailer from Aldi.
“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,” said McGinty.
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“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.”
Set to an updated version of Grease’s ‘You’re The One That I Want’, the TV ad sees a family struggling with their dull and tired décor, before visiting the store to find everything needed to refresh their home.
The campaign launches today across TV, BVOD, YouTube, radio, OOH, digital and paid social, with media planning and support from Goodstuff.
Creature chief creative officer Stu Outhwaite-Noel added: “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.”
