In-Store Campaign's POP Lifts Brand Experience

Homebase has launched a large-scale in-store print campaign to integrate with its new look press and TV advertisements.

Homebase has launched a large-scale in-store print campaign to integrate with its new look press and TV advertisements.

For the first time, the home enhancement and the UK DIY retailer will tie point of purchase (POP) advertising in to its press activity, to create a consistent brand message across above and below-the-line media.

The new approach utilises the 'orange dot' from the Homebase logo, providing instant recognition and stand out for all future POP material, said the POP supplier, Bezier.

Ajay Kavan, Homebase's marketing director, said: "The new campaign is a totally different direction for us and, as such, it is essential that all promotional mediums consistently and clearly communicate the new Homebase brand identity and proposition.

Where the Neil Morrisey and Lesley Ash ads worked well for TV, this was difficult to carry over to store.

The orange dot campaign is effective across TV, press, direct mail and in-store media.

This is important as although many retailers use POP as a tactical, promotional tool, to us it is one of the most important ways in which our customers link our brand promise and actual brand experience." New retail media will be rolled out to all 286 Homebase stores nationwide throughout April and will include everything from promotional posters and headers to shelf strips and hanging signs.

All POP material has been produced by retail media specialist Bezier with graphics by Abbot Mead Vickers.

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