Housewares and hardware chain Robert Dyas is launching its first ever brand-building TV advertising campaign in the run-up to Christmas.
The multiple retailer, owned by renowned entrepreneur Theo Paphitis, is rolling out the TV activity as part of a multi-layered integrated marketing campaign that will run across radio, in-store, catalogues, website and emails.
Designed to ‘drive reappraisal of Robert Dyas and impact those who might not previously have considered the store’, the TV campaign goes live on Saturday November 1. It features a brand ad which will be followed by variants including a gifting-focused ad – all of which will feature product selections. On air until December 13, the TV campaign is coupled with a radio advertising campaign which breaks on November 2 with tactical bursts right up until Christmas.
The in-store and online creative brings the TV ad to life using lifestyle scenes from the ad and snippets from the script. It presents Robert Dyas’ product offering in a consumer-friendly way by highlighting simple usage occasions eg ‘for chopping, for mopping, for making, for baking’ .
With a total spend of over £1 million, the new Robert Dyas campaign will be running on ITV primetime. It aims to appeal to a younger generation as well as traditional Robert Dyas shoppers (male and female; London and South East bias) and will be measured with extensive research before and during the campaign, designed to explore recognition and response to the campaign and the impact on brand perception and relationship.
Dean Morris, director of marketing at Robert Dyas, commented: “At Robert Dyas we fully understand all the time and effort that goes into preparing a great Christmas and are proud of our fantastic product offering and helpful staff that can make things easy. [Ad creator] Haygarth has done a great job creating a campaign that really brings the brand to life and positions us at the heart of a family Christmas, whilst really demonstrating the benefits of shopping at Robert Dyas.”