The campaign, which breaks on Saturday (1 November) with a 30-second TV advert, uses the line ‘Christmas made easy’ to position the retailer as a convenient and family friendly brand during the festive season. It is the first brand-led campaign from Robert Dyas, which has previously used TV for product or offer-led communications.
Speaking to Marketing Week, Robert Dyas marketing director Dean Morris said that the campaign offered an opportunity for consumers to “reappraise” the retailer, which was acquired by entrepreneur Theo Paphitis in 2012.
“Throughout this year we’ve focused on the fact that we are a convenience store that provides solutions for the home,” says Morris. “Christmas fits that ethos very well. We’re the one place on the high street where you can come for Christmas gifts, but also for your turkey tin, decorations and red wine stain remover.”
The campaign, created by Haygarth, is also running across radio, in-store, catalogues and online. Morris confirmed that the early launch of the campaign is partly intended to help Robert Dyas steal a march on rival retailers in the lead-up to Christmas.
“We’re obviously conscious that there are bigger brands with bigger budgets, so we wanted to make sure that we get the best impact that we can with the campaign,” he says.
Robert Dyas is undertaking an extensive research project as part of the campaign in order to measure the impact on brand perception.