In October last year, MullenLowe UK began a campaign for homewares retailer Dunelm that combined real-life understanding and a little human humour. Home, We Get It, with its relatable customer-inspired stories, has been wildly successful.
The second phase second of the campaign has begun with a thirty second TV ad airing that aired on Monday, March 29 on ITV in the UK.
Jemma Williams, director of brand and marketing at Dunelm, commented, “It has been a short while since the autumn, yet many things have changed in our lives. The one constant has been the comfort in our homes. Our spring campaign will continue to share the joy in everyday life, through our evolved Home. We Get It platform. These stories are not clichés. They’re real moments of humour, joy, frustration and love; shared with us and voted on by our community of customers.”
As the campaign matured, MullenLowe, went deeper into its scenarios, with director, Joanna Bailey, injecting little details to paint a bigger picture and make Dunelm’s stories truer to life. The idea that Dunelm is a brand that really understand the reality of home is even stronger in this new round of commercials. They show homes not “show homes” with an engaging honesty.
Bronwyn Sweeney, senior creative at MullenLowe, stated, “Home life is not just made up of picture-perfect moments and we wanted to show it as a place where we can be truly comfortable, content, messy and ourselves. Home is as much a place where you find mugs under the bed, your dog is your work colleague and the kitchen is totally chaotic but full of love. Fans of our last ad might recognise our cheeky cushion chopper is back except this time she’s bringing her skills to her grandson’s new home.”
Media strategy, planning and buying was handled by Dunelm’s media agency, Goodstuff, which has negotiated a deal with ITV to deliver premium positioning and significant value. This will be supported by a digital partnership with The Ozone Project following a successful launch partnership back in 2019, in-store, social and PR, aiming to celebrate real homes with all of the perfect imperfections known and loved by customers.
PR, by newly appointed agency, Tangerine, revolves around the nation’s first event, Great British Bin Week taking place from April 5 – 11. The campaign aims to inject some magic in the mundane by celebrating taking out the bins, throwing the spotlight on the unsung heroes of the pandemic, the hard-working collection crews, while encouraging the nation to think more responsibly about their household waste and make small changes that make a big difference to the planet.
Williams, continued, “The joy and comfort that comes from truly feeling at home is what matters to us. That is why we did not want the campaign to be a functional showcase of products (although we did squeeze in over 200 products from wallpaper, to tiger vases). By telling real stories, using real people in lived-in and loved homes, we wanted to share our products with the same thoughtfulness with which they were designed. It is not just owning a brilliant toaster, it’s the joy of making toast with your loved ones on a lazy Sunday morning, or in this case…Daddy burning the toast. This is what sets us apart.”
