Background:

Kitchens Direct have long been associated with great prices but people normally associate ‘direct prices’ with a compromise on choice and quality. This year, KD have teamed up with a leading German manufacturer and launched 30 new, stunning kitchen ranges.

Objective:

To relaunch the brand with a campaign that communicated this new and motivating proposition and showcased the new products.

Shopper insight – Choice without Compromise

In consumer research, we found the most motivating thing about KD was that there is unlimited choice – you can choose from hundreds of door styles, mix and match, add one of many worktops at various heights, and then add all the finishing touches from a huge range.

Not only this, a designer comes to your home to design it with you based completely upon your style and lifestyle.

People would normally expect to pay through the nose for this, but didn’t want to!

Creative Strategy and Implementation

We came up with a brand new strapline – My Kitchen, My Choice, My Price.

We then had the task of getting across massive choice within a 30” TV ad – and achieved it by showing their CAD system that designers use with customers to create their dream kitchen.

We also created Home Interest and national press, plus online advertising and a brand new brochure.

THE END

The end came somewhat quicker than we expected – our work ran for the grand total of 2days – but during that time we had 60% uplift in appointments – if only they had appointed us sooner maybe we could have genuinely made a difference.