Argos has become the new sponsor of ITV’s Loose Women show after inking a five-month deal with the broadcaster.
It’s the first time Argos has entered into a media partnership to promote Heart of House, its own-brand of furniture and home accessories.
The retailer has tweaked its strategy in recent years to boost the awareness of its own-brands, believing they can amount to a third of sales within the next three years (which in the financial year to February 2016 reached £4.1bn).
Despite the buyout by Sainsbury’s nearing completion, Argos looks set to continue down this road.
The campaign encourages people to ‘unleash your inner smug’ which Argos has described as the moment of pride you get when someone comments on your good taste.
“Loose Women’s audience and its bold and frank style is perfectly aligned with what we wanted to achieve from our first foray into media sponsorship," said Jack Wallace, marketing controller at Heart of House.
“The style of Loose Women made a fantastic partner. Previously, we relied on traditional TV campaigns to reach individuals, but with this approach, we can engage on a near daily basis with a large number of people who have an appreciation for creative home-making.”
Argos hopes to reach some 17.3 million individuals through the campaign, which will also see Heart of House’s range will featured on ITV’s and Loose Women’s digital and social channels.
The partnership was managed by Mindshare.