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Creative Homebase

Homebase campaign ramps up turnaround efforts after Hilco £1 acquisition


By Imogen Watson, Senior reporter

September 11, 2019 | 3 min read

Homebase has launched its first advertising campaign since revamping its marketing strategy following a tumultuous few years for the retailer.



Last year the retail park veteran announced it was to close 42 of its stores across the UK, as it joined a string of high street retailers facing uncertainty.

This was its second batch of store closures after it closed 17 in 2017 following a re-brand. After poor performance, Wesfarmers bought Homebase in 2016 for £340m, however, in 2018 it was sold to Hilco Capital for just £1 after the Australian company gave up amid massive losses.

When Homebase appointed Atomic in July of this year, it signalled a new marketing approach for the retailer as it endeavoured to solidify its future. The brand has previously worked with the likes of Leo Burnett.

To dovetail with Homebase's Autumn launch of furniture and accessories, the campaign seeks to reposition its products into the higher quality category, through the launch of a new creative platform - ‘Feels Good To Be Home.’

The TV spot sees a couple in their garden, enjoying the last of the summer, surrounded by all their quality products. However, in the typical British way, the clouds form over the couple must rush indoors, as autumn approaches. 'Welcome back doors' the ad says, as the couple take shelter indoors, surrounded by their homebase products from the autumn range.

Discussing the campaign, Lisa Tickle, chief marketing officer at Homebase said “We are excited to launch our new communications that we have worked on with Atomic.

"We love the ‘Feels Good To Be Home’ line and we are looking forward to seeing it grow into a famous platform for the Homebase brand. This new work signals the start of our business turnaround and we can’t wait for the exciting times that are ahead for Homebase.”

Adding to this, Henderson and Bradbury, creative partners at Atomic London commented: "We knew that Homebase wanted something to remind consumers of its roots and the role that the brand has played in their lives over all these years. Feels Good To Be Home does exactly that and feels completely ownable by Homebase.

"Together with the distinctive new music track we are really proud to be launching our first communications under this new brand world”

Feels Good To Be Home by Atomic London

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