Dunelm has today launched its Christmas advert – taking a different approach from the star-studded campaigns often seen at this time of year and instead celebrating real Dunelm customers, with the Fuller family from Derbyshire taking centre stage and sharing their Christmas traditions and preparations.
The campaign has been created to celebrate the genuine joy, excitement and togetherness that comes with getting ready for Christmas at home with the family. Viewers are invited to peek behind the doors of the Derbyshire home of Dunelm customers Ruth and Scott Fuller, and their five children Grace (13), Molly (11), Ben (9), Bow (5) and Mabel (2), as they share the festive traditions that make Christmas a special time for their family.
Angela Porter, marketing director at Dunelm, said: “We looked to our own customers to show what Christmas is really about in British households now, and how families really spend the time in the run up to the big day. The Fullers found in our Derby store help us do just that. The Fuller’s home at Christmas is a true reflection of their love for colour, style and family life. Whilst their festive traditions are personal to them, the fact they give the whole family the chance to pause from the chaos of daily life and spend time together at home is something many of our other customers will relate to at this time of year. We hope this campaign helps encourage all our customers to take time out and enjoy their own family traditions this Christmas.”
Introducing the Fullers
Ruth and Scott Fuller, both aged 38, are high-school-sweethearts, who started dating in Year 8 when they both attended the same secondary school in Grantham. Scott is now the general manager for a wedding venue, while Ruth is working towards launching her own business next year.
The pair married aged 21, just before Scott joined the RAF, which involved moving around the country every few years. Living in rented homes meant facing many years of magnolia walls, and they couldn’t put their own stamp on their living space. However, now couple have now settled in their ‘forever home’ in Weston on Trent in Derbyshire, their home is a true reflection of their love of colour.
The family were spotted shopping in Dunelm’s Derby store and invited to apply, although Ruth never expected they’d be chosen. “We made our video to apply while we were having brunch the next morning – I just said, ‘let’s do it, it’ll be fun!’”
The adverts show how, now settled in their forever-home, the Fullers have the space to create their own festive traditions, such as having two Christmas trees – one the kids can decorate with their ‘homemade’ creations from school, and one that’s strictly based on Ruth’s ‘grown up’ and stylish colour scheme.
Ruth said: “We’d never have had room for two trees when we moved every couple of years, but now it’s really special for us – the kids love having their own to decorate and I love not having to put an angel made out of loo-roll on mine!”
On camera, the family also enjoy reading a Christmas story together before bed on Christmas Eve – which everyone from Grace, aged 13, to Mabel, aged 2, will enthusiastically take part in. The kids are also in charge of setting the table and choosing the seating arrangements – as well as having the chance to bake their own chocolate Yule Log so they don’t have to eat Christmas pudding.
Like many busy households, the Fuller family are always rushing around between swimming lessons, dancing lessons and football, so Christmas is a chance for calm – to pause and spend quality time together as a family.
Dunelm’s Real Families airs from Thursday 7 November on ITV channels.