Homebase - How Homebase turned on the style whilst the DIY market went out of fashion

Kit Fordham

This 2005 repositioning campaign for Homebase, the DIY retailer, sought to reverse a previous decline against B&Q by promoting the idea that Homebase provides everything you need to make a house a home.
Agency: Abbott Mead Vickers.BBDOAuthors: Kit Fordham

Homebase – How Homebase turned on the style whilst the DIY market went out of fashion

INTRODUCTION

Why continue to struggle in an £8bn market when you could be growing your share of a £34bn market? This financial savvy was the spur for Homebase to give up being just a solus DIY brand and instead seize the opportunity to re-position itself as a provider of all-round Home Enhancement.

What this paper will show is how Homebase's newly integrated campaign has been key to realising this ambition. That the campaign has successfully...

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