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Topps Tiles to take more brand-led approach with new TV ad campaign

The UK’s largest tile and wood floor retailer, Topps Tiles, is to launch a new TV advertising campaign this weekend, which will see it take a more brand-led approach to its marketing.

The new TV campaign will launch just days after Michael Jack, who has led the business as its chairman since 1999, retired to be replaced by former Poundland chairman Darren Shapland, who is also chairman of Maplin Electronics.

Topps, which now has 337 stores across the UK and is set to expand further in the year ahead, appointed creative agency Chapter to devise the new advertising campaign and supporting activity throughout the year.

It is hoped that the shift in approach will help to boost both consideration and brand awareness at a national and local level. It is understood the new approach will see the brand building a more emotional connection with consumers in addition to its price focused promotions.

Universal Mccann is handling the media, which will run on ITV, Channel 4 and Sky and Gold.

Robin Auld, head of marketing at Topps Tiles, said, “This is a hugely exciting time for Topps Tiles as we enter a period of strong brand growth. We are an ambitious business and want to build a stronger emotional and rational connection with our audience and Chapter will partner with us to deliver on this objective.”

Mike Rose, managing director at Chapter, said: “Topps are a well-known and much loved brand and our role is to widen the appeal to a broader audience. It is a very exciting time for the business and we are all really looking forward to forming a strong partnership with the Topps team.”

Chapter was launched five years ago by Rose and creative partners Martin Heffernan and Ian Boulter and now works with clients such as Nissan, Halfords, Yardley, Virgin Trains, Sealine, Crucial Trading and Boardman.

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