Dunelm and MullenLowe Introduce Another Real Family, the Umehs

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The ‘Real Families’ campaign continues to show off the furnishings retailer’s products through people’s true experiences
Dunelm and MullenLowe Introduce Another Real Family, the Umehs
MullenLowe London, the integrated marketing communications network, has this week launched a new Spring ad campaign for British home furnishings retailer, Dunelm.

This latest brand work is a heart-warming campaign that embraces Dunelm’s role in partnering with customers to create a home the love. The ad marries up to their brand line, The Home of Homes, and features light-hearted chats between a real-life couple discussing how Dunelm has helped them furnish their home for their two children (maintaining a place for each member of the family to call their own in a growing family).

This week’s launch is the Spring instalment which aims to raise brand awareness around Dunelm’s new product ranges, and continues the multi-campaign premise, ‘Our Homewares, Your Home’, which conveys Dunelm’s position as partner to Britain’s homemakers.

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.”
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Advertiser: Dunelm Group

Post Production / VFX

Colourist: Richard Fearon

Post Production Company: MPC

Producer: Grace Thorpe


Producer: Chloe Sitton

Sound Company: 750mph

Sound Engineer: Ben Gulvin

Creative Agency

Account Director: Samantha Dixon

Account Management: Jasper Wolley

Business Director: Victoria Ellis

Executive Creative Director: Mark Elwood

Executive Partner: Laurence Green

Producer: Katie Colhoun

Senior Art Director: Dave Allen

Senior Copywriter: Bronwyn Sweeney

Senior Planner: James Clee

Production Company

Director: Joe Roberts

Executive Producer: Alyson Sharma

Producer: Alice Morris

Production Company: 2AM

Production Manager: Gareth Crothers


Edit Assistant: Hettie Griffiths

Edit Company: Gorilla

Genres: People, Storytelling, Dialogue

Categories: Home, Furniture

MullenLowe Group UK, 1 year ago