Robert Dyas is launching its first ever brand-building TV advertising campaign in the run-up to Christmas.
The retailer, owned by entrepreneur and Dragon's Den star Theo Paphitis, is rolling out the TV activity as part of an integrated marketing campaign.

The TV ad, created by Haygarth, debuts on Saturday, November 1 and will run across all channels - including TV, radio, in store, catalogues, website and emails.

The TV campaign features a 30-second commercial as the lead creative, which will be followed by variants, including a gifting-focused 30-second ad - all of which will feature product selections that demonstrate the huge range of items and offers available both in-store and online

The TV campaign will remain on air until December 13 and is coupled with a radio advertising campaign, which breaks on November 2 and continues right up until Christmas.

Haygarth creative director Steve Rogers says: "We are really pleased to be helping Robert Dyas bring their brand to life this Christmas with a brand new TV campaign.We really feel that it has helped push the brand forward and cleverly shows how Robert Dyas has the product range and expertise to help families prepare for Christmas."

The in-store and online creative incorporate lifestyle scenes from the TV ad and snippets from the script. It presents Robert Dyas' product offer in a consumer-friendly way by highlighting simple usage occasions - e.g. 'for chopping, for mopping, for making, for baking' etc.

The campaign will be measured with extensive research before and during the campaign, designed to explore recognition and response to the campaign and the impact on brand perception and relationship.