With a spring in our step (quite literally), we simply cannot wait to tune in to the new series of BBC Gardener’s World this week, which is always near the top of the Decision Marketing Nerve Centre playlist, even though we don’t have much of a garden – more of a barren wasteland.
DIY chain Homebase, however, will be hoping that everyone tunes in to its new collaboration with Escape to the Chateau couple Dick and Angel Strawbridge, which it has vowed “will inspire customers with creative ideas to fix, improve or transform their homes and their gardens”.
According to the blurb at least, “Dick and Angel embody the idea of the home as the foundation of their daily life and their ‘give it a go’ approach to home improvement plays a key role in everything they do. This partnership builds on Homebase’s position as the home and garden experts, providing customers with the products, expertise and inspiration they need to complete their own home and garden projects.”
In other words, “Dick and Angel have plenty of spare time and not much cash because they have not been able to run a single event since Covid struck so we got in there first.”
Still, we’ll give them the benefit of the doubt because we actually quite enjoy Escape to the Chateau, too.
So, the partnership will include the launch of “Give It A Go”, an eight-part content series created by agency Atomic that will run across the Homebase website, social and digital channels and feature Dick and Angel trying to help customers to make improvements around their homes, inside and out.
From upcycling and organising indoors to building a raised bed in the garden, the series will give everyone the confidence and know-how to give these tasks a go. Well, that’s the idea anyway.
The marvellously named Lisa Tickle, who is head of marketing at Homebase, said: “We know how important it is that our customers love the homes they live in and we’re proud to be the one-stop-shop for all the products and inspiration they need to tackle their home and garden projects.
“Dick and Angel value the importance of home just as much as we do and are the perfect brand ambassadors for us. We’re really excited to be able to work with them to create engaging content to inspire our customers.”
So, what is the consensus around the Decision Marketing office?
Will we ditch Monty for Dick and Angel? Will the lure of the Château de la Motte-Husson in Martigné-sur-Mayenne simply prove too strong? What can the Homebase partnership provide that the Channel 4 show doesn’t already give us?
Well, no, maybe and we’ve no idea.
The thing is, from the preview, look behind the grimacing smiles and it seems like Dick and Angel are simply going through the motions; they appear as enthusiastic about working with Homebase as they would be about returning to the previous existence in a two-bedroom flat in Essex.
And there’s the rub. In these Covid times it’s any port in a storm. Maybe it will work out fine, maybe it won’t, but at least the Strawbridges will have some much needed income.
Decision Marketing Adometer: An “offer it to the wall, son” 6 out of 10