Dunelm, the UK’s leading homewares retailer, is launching a cross-channel Autumn advertising campaign to show how it is aiming to help British consumers during these challenging times.

The campaign follows on from 2021’s launch of Dunelm’s new brand platform, Dun Your Way, building on its success and will run on Channel 4 and ITV, alongside BVOD, YouTube and Social activity. The campaign also includes a partnership with Capital FM which will include exclusive sponsorship of Capital FM Weekends, radio ads fronted by Aimee Vivian and Jimmy Hill, as well as presence on Capital’s website and TikTok channel.

The campaign centres on Wits’ End, a seemingly typical British cul-de-sac, but one where things aren't quite working as they should be and where all seems rather upside down. As we stroll past people’s homes, we encounter post boxes that fire letters out, umbrellas that rain on the inside and a car being washed with mud. However, against this unusual backdrop, we see stories from families who have found choices to help their homes feel like a haven from the unsettling times outside.

Chris Roughton, head of creative content at Dunelm said, “Helping our customers put their own affordable and stylish stamp on their home is at the heart of Dun Your Way.  Through this campaign we want to help customers feel that regardless of what challenges life may throw, we believe there’s still many little ways to really make your home a haven.”

John Osbourne, creative director at Creature London expands “Dunelm provides fantastic value and choice for every room, so they're well placed to help you create home Dun Your Way - even with all the challenges 2022 has brought us. Rather than feeling at our Wits’ End, this campaign encourages people to take pleasure and comfort in their homes. All brought to life by BAFTA-winning British director David Kerr.”

Zac Abbott, business director at Goodstuff said, “We’re thrilled to see the Wits’ End Campaign go live, building on the exciting ‘Dun Your Way’ brand platform launched back in 2021. In addition to the use of core AV channels, the collaboration with Capital Radio helps bring the campaign to life to truly engage the listeners.”

Media strategy, planning and buying for the campaign has been handled by Goodstuff and Byte/DEPT® created the social media campaign that will run across Instagram, Pinterest and Facebook.