Homebase launches first ad campaign since turnaround – ‘Feels Good To Be Home’


Homebase has launched its first advertising campaign since announcing its turnaround plans earlier this year and appointing Atomic as the lead strategic & creative agency.

It coincides with the retailer’s autumn launch of over 800 new pieces of furniture and accessories, the products themselves show a shift to a more quality product being on offer.

Homebase recently cited the appointment of Atomic as a signal of a ‘new and exciting future’ for the brand and the new work sees the launch of a new creative platform ‘Feels Good To Be Home’, a clear stake in the ground for the retailer.

The work shows a notable and fresh take on the brand’s communications style. There is a clear shift towards a more emotionally led style of advertising, signalling a move away from the more direct response style of advertising that we have become used to in recent years from the brand.

Lisa Tickle, CMO at Homebase, said:“We are excited to launch our new communications that we have worked on with Atomic. We love the ‘Feels Good To Be Home’ line and we are looking forward to seeing it grow into a famous platform for the Homebase brand. This new work signals the start of our business turnaround and we can’t wait for the exciting times that are ahead for Homebase.”

Atomic won the Homebase account recently this year having won a competitive final pitch. The brand has previously worked with the likes of Leo Burnett.

Homebase, one of the UK’s largest home improvement and garden retailers, is launching a fresh, new-look creative to support its new Autumn range and kitchens.

The campaign signals a shift towards a more emotionally-led communications approach and is the first under Homebase’s new tagline – ‘Feel Good to be Home’.

This also marks the launch of Homebase’s new Autumn campaign, entitled ‘Welcome Back Indoors’. It features the retailer’s new and inspirational range of home furnishings and kitchens, and is the first creative to come out of its new marketing approach.

The campaign will kick off on Wednesday 11 September, with a new, 20-second advert being shown during ITV’s ‘Emmerdale’. It will also be supported across PR and Digital channels, including online, through a range of email CRM initiatives as well as in-store point-of-sale.

Created by Atomic London, the new advert is voiced by BAFTA award-winning actress and former Coronation Street star, Suranne Jones.  

Tickle said: “We are excited to reveal our Autumn campaign and to be celebrating our fantastic new range of home furnishings and kitchens. ‘Welcome Back Indoors’ takes a light-hearted view of the changing seasons and marks a real step-change in the way we communicate with our customers”

Jon Goulding CEO, Atomic London, said: “Homebase is a much-loved brand and has played a huge role in people’s lives for a number of years. This new campaign demonstrates a notable and fresh take on its communications style.”

The autumn campaign supports the introduction of over 800 new products across furniture, storage and home accessories which are available in-store and online. This also includes the two new ranges created exclusively by Homebase for Autumn signifying a move towards quality, design-led product that merges aesthetics and functionality; Shoreline and Homeland Flora.