By Gemma Taylor 09:52AM - Tue 20th December 2011
Bed specialists Sharps Bedrooms, saved from administration earlier this year, is set to launch a campaign aimed at female customers, it has announced today.
Once owned by Homeform Group, the retailer was sold when its parent company appointed administrators Deloitte in July this year, with the group’s new owner Sun European Partners buying back Sharps Bedrooms through a new company, Sharps Bedrooms Limited, later that month.
Its latest campaign is the first since the retailer broke away from the beleaguered Homeform Group, and is to focus on women’s desires. Operating under the tagline ‘& YOU’, the campaign will cover TV, press, digital and in-store marketing, expressing the relationship between the retailer and its female customers.
Featuring the new Sharps brand identity, which was developed by The Market Creative, the campaign, which features the voice of actress Caroline Quentin, has already been unveiled in its retail channel and is set to debut on ITV and Channel 4 on Christmas Eve and run throughout the critical Christmas period.
Tim Moore, Marketing Director at Sharps Bedrooms, praised The Market Creative for its understanding of the female shopper and the brand alike.
“Crucially they have led the strategic development process that has focused the brand around Service, Storage, Space & Style - a platform that is now used across our entire business,” he explained.
“In this campaign they have created the perfect balance of brand messaging with direct response drivers that will be needed to be successful during what’s predicted to be a tough Christmas for all retailers.”