Tuesday, February 4, 2025
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Wickes has launched a new brand platform, “Feel as Proud as a Peacock,” spotlighting the sense of pride customers feel after improving their homes. Developed with St Luke’s, the campaign leans into the universally relatable joy of transforming spaces into something to show off.

Anchored by three 20-second ads, the campaign weaves peacock feathers into its storytelling, symbolizing pride and confidence. Each ad explores imagined reactions from loved ones, with colorful plumes representing the delight of a job well done. From kitchens to installations, the ads encapsulate the satisfaction of partnering with Wickes for home improvement.

Beyond TV and digital platforms, the campaign integrates social media through TikTok filters and email marketing, ensuring consistent touchpoints. Gary Kibble, Wickes’ chief marketing and digital officer, emphasized that pride aligns with their brand’s purpose: helping the nation feel “house proud.”

With its playful yet targeted approach, Wickes sets itself apart in the competitive DIY sector. The campaign’s creative direction, led by Neil Gorringe and executed by Carat, positions pride not just as a result of home improvement but as an experience Wickes guarantees.

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