Leeds-based agency Powerhouse has produced a new multi-million pound national brand campaign for kitchen specialist Magnet, marking the brand’s return to national TV and major streaming platforms.
The campaign, titled Closer, represents the next phase of Magnet’s Better. By Design platform and takes a different creative approach to the kitchen category. Directed by Sam H Buchanan and produced by Powerhouse, the hero film was shot entirely in real customer homes rather than purpose-built or high-gloss sets.
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Magnet, which is headquartered in Darlington and was established in Bingley, worked with Powerhouse to develop a campaign rooted in customer insight and focusing on how kitchens fit into real lives rather than showroom ideals.
The creative was by SHARP Agency and centres on everyday moments in kitchens designed by Magnet’s own teams and lived in by customers. The approach is intended to reflect the emotional journey involved in choosing a kitchen, from early imagination through to daily use.
To reinforce credibility, filming took place in the homes of real Magnet customers, including Anna in York, whose kitchen was designed by Katy from Magnet’s York store, and Jamie in Hull, whose kitchen was designed by George from the Beverley store. Shooting in lived-in spaces was a strategic decision designed to ensure every frame feels believable and grounded.
The campaign launches on 22 December and will run for six weeks, supported by a media strategy focused on streaming and digital platforms rather than traditional linear TV. Activity spans ITVX, Channel 4 On Demand, Sky, Netflix, Prime Video, YouTube, Capital and Absolute Radio.
Charis, Head of Brand at Magnet, said: “A new kitchen begins long before someone steps into a showroom, it starts in their imagination. With Closer, we wanted to honour that moment when a dream becomes something real. The campaign celebrates the beauty of our kitchens, but more importantly the designers who listen, understand and translate someone’s vision into a space that feels uniquely theirs. Filming in real customer homes allowed us to capture the authenticity, warmth and human touch that truly sets Magnet apart.”
Scott, Head of Marketing at Magnet, added: “Over the past two years we’ve strengthened how Magnet shows up as a brand, and returning to national TV is an important milestone. Closer puts our core strengths of service, quality and design expertise, firmly at the centre. Filming in real customer kitchens created by our own teams is a powerful demonstration of what Magnet delivers every day. By reaching audiences across TV, streaming and digital, we’re building long-term momentum and reinforcing exactly what makes Magnet different in the market.”
Powerhouse said the campaign’s aim is to move Magnet from a brand consumers recognise when prompted to one they instinctively think of and trust, using real environments and human storytelling to cut through category noise.
