Poundland addresses the ‘snob factor’ as it debuts first ever TV campaign

Poundland is set to launch its first ever TV campaign this month as its head of marketing Pavan Riyat-Ward admits that the single price discounter is aiming to replicate the success of Lidl’s Surprises campaign.

Despite upping its print ads over recent years, Poundland has historically rejected above the line advertising, opting for word of mouth buzz and in-store brochures instead.

Having recently acquired rival 99p Stores, in a move which will take it to over 1,000 stores, Riyat-Ward – who has previously held senior marketing positions at the likes of Morrisons – says the time is right for Poundland to “evolve its approach to brand building”.

The Christmas campaign, which will debut on ITV during primetime advertising breaks of the X Factor and I’m A Celebrity… from 20 November and was created by Leeds agency Us & Them, features a family home on the night before Christmas with magic dust creating products such as decorations and stocking fillers.

The 30 second ad will be supported by 10 second spots in the same slot, which will showcase individual ranges such as Poundland’s Jane Asher bakewear set.

The campaign is designed to show off the “upmarket feel” of Poundland’s items, according to Riyat-Ward, who hopes that the brand reveal at the end of the 30 second TV ad will “surprise” viewers.

She told Marketing Week: “When I joined three years ago we didn’t even do press ads so the journey is a real evolution.

“We’ve seen what TV has done for Aldi and Lidl and it’s been really inspiring. There is obviously still that snob factor and if done right, much like the Lidl Surprises campaign, we can show consumers that Poundland can surprise and provide real quality.”

However, the ads will only air in Yorkshire & Tyne Tees, with Poundland taking a “test and learn” approach to above the line advertising. While Riyat-Ward “fully expects” nationwide TV campaigns from Poundland to follow in 2016, she says the brand is waiting first to assess the success of the regional campaign.

In January, Tony Brown, who was 99p Stores’ COO at the time, told Marketing Week that a poundshop sponsoring a major TV show was only two years away.

He said: “I reckon within two years all the major pound shops will have a major TV sponsorship deal in place as we’re becoming just as big on the high-street as a Dixons.

“We have to be sponsoring cleaning shows or soaps as those audiences represent the majority of our shoppers and key categories.”

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Long seen as the destination of choice for giant multipacks of toilet roll and afternoon Cadbury’ Freddo binges, the rise of Poundland is now impossible to ignore. However, its cut price marketing strategy is likely to evolve to focus on brand building as much as price.

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