Homewares retailer Dunelm is channelling the Grease classic “You’re the One that I Want” to push the breadth of its range, value and quality, in the first TV campaign since marketing director Sean McGinty joined the retailer from Aldi in April this year.
Created in partnership with Creature London, with media being handled by Goodstuff, the campaign reinforces Dunelm’s “The Home of Homes” branding but “shines a brighter light on it”.
Ultimately, the campaign is designed to flag up Dunelm’s commitment to offering quality and choice at every price point, across all areas of the home, despite the challenging economic conditions that have seen other retailers struggle.
The retailer maintains that its customer-first approach has seen continuous growth and supported a store-opening programme that will see a further three stores open between now and Christmas, including Watford, where Dunelm will take the space previously occupied by John Lewis.
McGinty said: “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.
“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.”
The campaign launches today across TV, BVOD, YouTube, radio, out of home, digital and paid social.
The TV ad opens with a glum looking mum, surrounded by a horde of children. She sings “I’ve got kids, they’re multiplying” and then it switches to other family members bemoaning their “beige” décor and broken household items. They then visit Dunelm and find everything they could possibly need to rejuvenate their home, all under one roof, as the chorus kicks in “You’re the One that I Want.”
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.”
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