Dunelm’s Musical Number Proves It Is the Home of Home Furnishing

Dunelm, the UK's leading homewares retailer, is launching a new brand campaign today. Created in partnership with Creature London, with media support from Goodstuff, the campaign also heralds the launch of Dunelm’s new brand platform, ‘The Home of Homes’.

While ‘The Home of Homes’ has been Dunelm’s calling card for many years, the new campaign takes the line and gives it new resonance as Dunelm’s holistic and flexible brand platform. In its new role, ‘The Home of Homes’ takes on a significantly evolved focus, allowing Dunelm to showcase its breadth of range, amazing value, quality, sustainability, environmental initiatives and charity work.

Dunelm’s commitment to offering quality and choice at every price point, across all areas of the home, has allowed it to thrive, despite the challenging economic conditions that have seen other retailers struggle. Dunelm’s 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.

The new brand platform and campaign is the first piece of brand work from Dunelm since marketing director, Sean McGinty, joined the retailer from Aldi. Sean comments, “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 autumn campaign is built around an iconic soundtrack. Set to a rewriting of Grease’s ‘You’re The One That I Want’, the TV ad sees a family struggling with their dull and tired décor, then visiting Dunelm and finding everything they could possibly need to rejuvenate their home, all under one roof.

Stu Outhwaite-Noel, chief creative officer at Creature, adds, “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.”

The campaign launches today across TV, BVOD, YouTube, Radio, Out of Home, Digital and Paid Social, with media planned by Goodstuff Communications.

Dara McBride, planning director at Goodstuff says, “We are delighted to launch the next phase of Dunelm’s brand campaign, further establishing them as the true Home of Homes. We know this campaign will be a hit, bringing to life this feel-good family favourite through electrifying media placements.”