Campaign details

Brand: Dunelm
Brand owner: Dunelm Group PLC
Lead agency: MullenLowe London, Goodstuff
Country: United Kingdom
Industries: Furniture & furnishings retail
Media channels: Content marketing, Online video, Product placement, Social media, Television, Video on demand, Websites & microsites
Budget: 3 - 5 million

Executive summary

Dunelm, the UK’s homewares market leader, stood out against the sectors endless ‘perfect home’ ads, by creating a campaign that didn’t look like other campaigns.

We got creative with our media, partnering with ITV to sponsor and brand-fund a unique TV Dating show, Back to Mine, aimed at a younger demographic. In tandem, we created a short-form online content series (housed on the ITV Hub) for the ever-growing superfans, titled Back to Mine: Stay for Longer – a first for ITV, and a brand-led, above-the-line (ATL) campaign featuring real people, real homes. Entirely unscripted.