Robert Dyas is launching a brand-building TV advertising campaign in the run-up to Christmas.
The retailer, owned by renowned entrepreneur Theo Paphitis, is rolling out the TV activity as part of a multi-layered integrated marketing campaign, bringing Robert Dyas to life in an inspirational way, whilst conveying that the retailer has everything you need to make Christmas easy.
Created by Haygarth and going live on Saturday 1 November, the step-changing TV ad is designed to drive reappraisal of Robert Dyas and impact those who might not previously have considered the store. The campaign will run across all channels – including TV, radio, in store, catalogues, website and emails – bringing the creative to life at every touch-point and conveying a consistent brand message.
The TV campaign features a 30 second brand ad as the lead creative execution, which will be followed by variants including a gifting-focused 30 second ad – all of which will feature product selections that demonstrate the huge range of items and offers available both in-store and online. On air until 13 December, the TV campaign is coupled with a radio advertising campaign which breaks on 2nd November with tactical bursts right up until Christmas.
Steve Rogers, creative director at Haygarth, said: “We are really pleased to be helping Robert Dyas bring their brand to life this Christmas with a brand new TV campaign. We really feel that it has helped push the brand forward and cleverly shows how Robert Dyas has the product range and expertise to help families prepare for 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 – e.g. ‘for chopping, for mopping, for making, for baking’ etc.
With a total spend of over £1m, 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 pre and during the campaign, designed to explore recognition and response to the campaign and the impact on brand perception and relationship.