Robert Dyas launches first brand campaign for Christmas

Homeware retailer Robert Dyas is seeking to gain a headstart on rivals this Christmas by unveiling a £1m advertising campaign that promotes its credentials as a gifting destination.

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here