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Kitchens Direct targets new market with ad campaign


Homewares retailer Kitchens Direct has today unveiled a major advertising campaign across TV, press and online platforms.

Showcasing a new range of 30 German-designed kitchens, the ads aim to appeal to a younger target audience by promoting the retailer’s new brand identity that incorporates a redeveloped logo and the strapline “My Kitchen, My Choice, My Price”.

Manchester agency The Market Creative is behind the campaign, its first major marketing drive since winning the £12 million ad business for Kitchens Direct’s parent firm Homeform Group.

From today customers will be able to see 30-second TV commercials on ITV, Channel 4 and Channel 5, while a new company brochure and a major press and internet ad campaign will help support the retailer’s message.

Homeware retailers are currently battling for business in a highly squeezed market caused by consumers’ apparent unwillingness to part with their cash for big ticket items such as kitchens, bathrooms and other large products for the home.

A slowing property market, defined by a low number of residential buyers in the UK compared to previous years, has also had an impact on this retail sector, meaning it could be a good time for a fresh approach to marketing.

Mark Collier, Group Marketing Director of the Homeform Group, commented: “We’ve worked with The Market Creative for more than three years on below-the-line activity, the team have formed an innate understanding of our business and our customers.

“With The Market Creative now working on advertising too we have a brilliant and fully cohesive campaign which we believe will really appeal to a new target audience.”

Published on Tuesday 21 June by Editorial Assistant

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