Dunelm Customer-Inspired Campaign Returns in Continued Celebration of the Realities of Home

Following the success of its Autumn launch, homewares retailer Dunelm, is rolling out the second phase of its ‘Home, We Get It’ campaign, with a thirty second TV ad airing yesterday on ITV.

Jemma Williams, Director of Brand and Marketing at Dunelm, shared “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.”

Working with director Joanna Bailey, MullenLowe evolved the original concept through a more observed approach that let little details paint a bigger picture, while presenting Dunelm as a brand that really understands the reality of home. The creative successfully tells diverse stories from a spectrum of homes and people, reflecting moments that are honest, relatable, entertaining and show ‘home’ not ‘show homes’.

Media strategy, planning and buying has been handled by Dunelm’s media agency, Goodstuff. To bring the campaign to life, Goodstuff has negotiated a deal with ITV to deliver premium positioning and significant value. This will be further supported by a digital partnership with The Ozone Project following a successful launch partnership back in 2019.

Phase two of the 360 campaign continues across in-store, social and PR, aiming to celebrate realhomes with all of the perfect imperfections known and loved by customers, proving Dunelm gets what home truly means to people up and down the country.

To create heightened awareness around Dunelm’s Spring ‘Home, We Get It’ campaign, creative communications agency, Tangerine, recently appointed as the homeware brand’s retained PR agency, has developed the nation’s first event ‘Great British Bin Week’ taking place from 5th-11th April. 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, whilst encouraging the nation to think more responsibly about their household waste and make small changes that make a big difference to the planet.

Williams, continues: “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.”

Commenting on the creative development of the campaign, Bronwyn Sweeney at MullenLowe said: “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.”

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