The campaign follows Dunlem’s recent results, in which the retailer posed a surge in sales amidst high street gloom, and seeks to solidify the brand as the leading British home furnishings store.

The creative focuses on real couples and real families, cast from real Dunelm stores, using their experiences in the home to show off Dunelm’s new Spring products. Notably, the Spring ads show how the Umehs are using Dunelm’s incredible range to personalise their own spaces, such as three year old Elijah’s brand new ‘rocket room’, as he gives up his old room to new little brother Ezra.

Media is being handled by Goodstuff and launches nationally today across TV, and next week across display, Facebook, YouTube and Instagram.

Mark Elwood, ECD at MullenLowe said: “Dunelm is The Home of Homes. Across the UK, every family has different tastes and needs at different life stages. We all appreciate having a home that suits our unique tastes at these times. This campaign reflects Dunelm’s amazing range and their ability to cater to those differing needs. Even if that’s as simple as a lamp vs ‘the big light’, or transitioning from your parents room to your very own bedroom..”

Leonie Foster, chief customer & digital officer at Dunelm said: “Featuring a fourth real family, the ad perfectly demonstrates how we partner with our customers to help them create a home they love.”