Dunelm Taps Into the Spirit of Spring Renewal with Latest Campaign

Dunelm, the UK’s leading homewares retailer, has announced its spring/summer campaign ‘The home of bringing in Spring’. The work has been created by modular agency Modern Citizens, with media support from Goodstuff, and brings a fresh and vibrant look to the homeware brand.

The campaign marks a new chapter in Dunelm’s continued commitment to providing stylish, high-quality home furnishings, with a comprehensive offering that reflects the changing seasons.

The work, which goes live across all channels on the 20th February, will feature a mix of TV, radio, print, podcasts, print advertising and social media engagement, all designed to spark inspiration and highlight Dunelm’s commitment to style, range, quality and value.

Tapping into the spirit of spring renewal, synonymous with brighter, lighter months, the campaign is the fourth evolution of the “One That I Want” series. The product story focuses on warmer days ahead, with pops of mood-boosting colour and fresh room décor to help consumers bring in spring. Building on the well-loved “One That I Want” soundtrack, the ads were once again made alongside award-winning comedy and performance director Sye Allen.

Highlighting Dunelm’s diverse range of products - from cushions and throws to bedding, sofas, and more - the campaign reflects consumer desire to style their homes according to the season and provides inspiration on how to create an Instagram-worthy space as Spring approaches.

Speaking on the campaign, Steve Dodd, creative director, Modern Citizens said, “What better way to celebrate sunnier (we hope) days than springing into action once more for Dunelm? They brought the fresh looks, Sye and the team brought the artistry, and we had just as much fun rewriting those lyrics with brighter times in mind.”

Sean McGinty, marketing director, Dunelm added, “Our Spring campaign takes an editorial, style-led approach to showcasing that at Dunelm, the Home of Homes, we have everything our customers need to help bring in the new season. We know customers can’t wait to embrace the brighter months ahead and Dunelm has something for every style, space and budget as the nation gets ready to upgrade their homes for Spring.”