Bringing Joy into Brits' Homes by Helping Everyone Find the One They Want
Rejuvenating homes and lifting spirits with a big populist brand platform that stands out in a crowded homewares market.
The Business Challenge
Dunelm, the UK’s biggest homewares retailer, faced growing competition in a saturated market, making it difficult to maintain its position as the ‘Home of Homes.’
Despite being the UK’s leading homewares retailer, Dunelm found it increasingly challenging to stand out in a crowded and competitive category dominated by big-spending brands like IKEA. With consumer fatigue from constant sales and discounts, Dunelm needed a distinctive, joyful brand platform to protect its market leadership and reinvigorate its connection with home shoppers.
The Diagnosis
In times of financial strain, consumers turn to affordable homeware purchases as a means of freshening up their homes and adding a personal touch.
Our analysis revealed that when budgets are tight, homeware becomes one of the few accessible ways for people to bring freshness and individuality into their living spaces. This insight highlighted an opportunity for Dunelm to position itself as the go-to destination for affordable yet transformative homeware solutions, resonating with consumers' emotional connection to their homes.
The Solution
We created a joyful, music-led campaign inspired by Grease’s iconic “You’re The One That I Want,” showing how Dunelm makes it easy to find everything needed to refresh and personalise homes.
To help Dunelm regain its standout position, we launched a bold, populist brand platform centred around a reimagined version of Grease’s beloved anthem, “You’re The One That I Want.” The campaign showcased people stuck with dull, outdated décor, only to discover the joy of rejuvenating their homes with everything they needed from Dunelm, all under one roof.The combination of an iconic, feel-good soundtrack and relatable storytelling allowed Dunelm to connect with audiences emotionally while reinforcing its leadership as the ultimate homeware destination. By blending joy, affordability, and simplicity, the campaign gave Dunelm a vibrant voice in a crowded market, leaving a lasting impression on its audience.
The Results
Double-digit growth across all brand metrics
Dunelm experienced substantial improvements in brand perception.
Overtaking IKEA for the first time ever
Solidifying its position as the UK’s top homewares retailer.
11% uplift in sales
Demonstrating the campaign’s effectiveness in driving tangible business growth.
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