Gratterpalm handles Lakeland's window display reinvigoration
Kitchenware retailer Lakeland is to look to capitalize on a resurgence in home baking and the ‘grow your own’ market by reinvigorating its window displays and point of sale materials, working with Gratterpalm to do so.
The ‘Make Summer Last’ campaign features two strap lines, ‘make your own’ and ‘keep summer fresh’ which will be other to encourage customers to grow, cook and eat healthily.
Gratterpalm has aimed to capture the spirit of British summertime through its creative response, using traditional gingham check cupcake cases, rustic homely scrapbooks and cardboard cut out of produce which are underpinned through a range of seasonal pastel and citrus colours and messages.
Meanwhile, the POS uses a lifestyle image for each category, a fairy cake for ‘make your own’ and for ‘keep summer fresh’ the agency has chosen Polaroid pictures of a green salad and Tupperware boxes which will represent its preserving range.
The campaign window display will also look to reflect the brand’s commitment to value, communicated through the ‘save money – make your own’ strap line and ‘3for2’ and ‘great value’ window stickers.
Gordon Bethell, managing partner at Gratterpalm, said: “Since the recession the whole country has really embraced the ‘grow your own’ revolution, and so we matched this concept with Lakeland’s creative kitchenware and came up with a series of designs that will appeal to customers throughout the summer season.
“Lakeland has a very loyal customer base and it wanted the window display to appeal to both its current customers as well as attracting a younger audience. We responded to this brief by incorporating a mixture of traditional and contemporary themes and by building on the recent trend that ‘staying in’ is the new ‘going out.’”