Essential reading for retailers and suppliers in the home improvement market

Homebase launches new creative platform with Atomic

Published: 11 September 2019 - Kiran Grewal
 

Home and DIY giant, Homebase, has announced it is launching a fresh, new-look creative to support its new autumn range and kitchens.

The campaign signals a shift towards a more emotionally-led communications approach and is the first under Homebase's new tagline - 'Feel Good to be Home'.

This also marks the launch of Homebase's new autumn campaign, entitled 'Welcome Back Indoors'. It features the retailer's new and inspirational range of home furnishings and kitchens, and is the first creative to come out of its new marketing approach.

The campaign will kick off on Wednesday September 11, with a new, 20-second advert being shown during ITV's 'Emmerdale'. It will also be supported across PR and digital channels, including online, through a range of email CRM initiatives as well as in-store point-of-sale.

Created by Atomic London, the new advert is voiced by BAFTA award-winning actress and former Coronation Street star, Suranne Jones.  

Commenting on the campaign, Lisa Tickle, head of marketing at Homebase, said: "We are excited to reveal our Autumn campaign and to be celebrating our fantastic new range of home furnishings and kitchens. 'Welcome Back Indoors' takes a light-hearted view of the changing seasons and marks a real step-change in the way we communicate with our customers."

Speaking exclusively to DIY Week last month, CEO of Homebase Damian McGloughlin shared his thoughts on the future of Homebase, as the retailer’s turnaround programme delivers on target and the business works to integrate its latest acquisition, Bathstore.

“The business has turned around dramatically in the past 18 months – the team has done a fantastic job,” said Mr McGloughlin, adding that Homebase is now set for growth and the board is looking at opportunities “based on what will sit with the Homebase customer type”.

Jon Goulding CEO, Atomic London, said: "Homebase is a much-loved brand and has played a huge role in people's lives for a number of years. This new campaign demonstrates a notable and fresh take on its communications style."

The autumn campaign supports the introduction of over 800 new products across furniture, storage and home accessories which are available in-store and online. This also includes the two new ranges created exclusively by Homebase for Autumn signifying a move towards quality, design-led product that merges aesthetics and functionality; Shoreline and Homeland Flora.

Watch the full advert here.

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