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Dunelm reaches wits’ end with new campaign

Dunelm at Wits' End

Leading homewares retailer Dunelm is launching a cross-channel Autumn campaign to show how it is aiming to help British consumers during challenging times.

The campaign follows on from the 2021 launch of Dunelm’s new brand platform, Dun Your Way, and will run on Channel 4 and ITV, alongside BVOD, YouTube and Social activity. The campaign also includes a partnership with Capital FM which will include exclusive sponsorship of Capital Weekends, radio ads fronted by Aimee Vivian and Jimmy Hill, as well as presence on Capital FM’s website and Tik Tok channel.

The campaign centres on Wits’ End, a seemingly typical British cul-de-sac, but one where things aren’t quite working as they should be and where all seems rather upside down. As we stroll past people’s homes, we encounter post boxes that fire letters out, umbrellas that rain on the inside and a car being washed with mud. However, against this unusual backdrop, we see stories from families who have found choices to help their homes feel like a haven from the unsettling times outside.

The Dun Your Way campaign

Chris Roughton, head of creative content at Dunelm said: “Helping our customers put their own affordable and stylish stamp on their home is at the heart of Dun Your Way. Through this campaign we want to help customers feel that regardless of what challenges life may throw, we believe there’s still many little ways to really make your home a haven.”

Media strategy, planning and buying for the campaign has been handled by Goodstuff, and Manchester/London-based Byte/DEPT® created the social media campaign that will run across Instagram, Pinterest and Facebook.

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