Dunelm’s Customer-Inspired Campaign Toasts Homes' Perfect Imperfections

Leading homewares retailer, Dunelm, is rolling out a new brand campaign that embraces the nation’s real home truths at a time when home holds the greatest significance in our lives.

The insight-led ‘Home, We Get It’ campaign launches today with a thirty second ad, created by MullenLowe in London in collaboration with planning and strategy from Goodstuff, and features the universal truths of home by bringing to life real stories sourced by Dunelm customers, communities and colleagues. Directed by multi-award winner Jesper Ericstam, consumer insights were gathered via social media to then be creatively developed in the filmed work.

The new 360 campaign, also executed across in-store, social and PR, aims to celebrate real homes with all of the mundane realities known and loved by customers, proving Dunelm gets what home truly means to people up and down the country. The campaign endeavours to show a balanced representation of age, race and gender while avoiding stereotypes as the brand prides itself in rising to its responsibility to represent its diverse customer base and prove Dunelm is for everyone.

To help bring the campaign to life, Goodstuff is leading on paid content placement across multiple touchpoints including TV, digital and radio, with the first TV spot airing during 'This Morning' today. Dunelm is also working with creative communications agency, Tangerine, further using consumer insights to create heightened brand awareness around the time of the launch via PR, social and influencer engagement.

Jemma Williams, director of brand and marketing at Dunelm, said: “We love home truths. Every home may be different but we can all relate to the same moments. For our autumn campaign, instead of inventing stories, we enlisted the help of our customers and communities to tell us what home means to them. We wanted to reflect authentic moments that are relatable, engaging and firmly position Dunelm as a brand that gets home. Whilst still being warm, we wanted to show the reality of home, not just bricks, mortar and picture-perfect moments. Comfortable, content, messy and brilliant. Right now, for many of us, home is the best feeling in the world.”

Commenting on the creative development of the campaign, Bronwyn Sweeney at MullenLowe in London said: “A lot has changed since our last Dunelm campaign. Times are tough and home is more important than ever. There’s so much love for this brand so me and my work wife Loren wanted to make something that reflected the stories people were sharing online. The fact that our ad opens with a woman taking her bra off after a long day shows how Dunelm aren’t afraid to tell it like it is and also means that me and Loren have peaked for 2020. We may not know what the world will look like in 2021, but we can’t wait to tell more home stories.”

The homeware retailer also plans to launch a second part to its 'Home, We Get It' campaign in Spring / Summer 2021.