Habitat has launched an advertising campaign that it says represents a new strategic creative direction for the iconic brand, which is 50 years old this week.

Habitat has launched a new ad campaign with the tagline

The aim of the campaign, which will appear in the press and on billboards, is to emphasise the retailer’s design credentials and unique products.

The ads look a little Ikea-esque, and it is perhaps appropriate that they do. Habitat used to provide UK shoppers with exactly what Ikea does now – flat-packed furniture and affordable good design. Its ambition is to do that again, through its flagship stores and a network of mini Habitat shops in Homebase stores.

The images are fashion-led, fun and attractive, and likely to appeal to younger shoppers and anyone who fancies themselves and their home as unique.

They are supported by five online films and a cinema ad, which aren’t yet available to view, but which Habitat says are focused on products – the films introduce viewers to five different products, all with distinct personalities.

Habitat was at one time – and arguably could still be – one of the UK’s strongest brands. Careful management of what it represents and delivers could lead to it becoming that again. While it’s too early to say whether this campaign will kick-start it on its way to this, these images do communicate the sort of accessible aspiration Habitat will need to emphasise.

Jocelyn Dowden, head of marketing at Habitat, worked with creative agency Portas on the campaign. She says she wants it to bring the brand’s personality to life, as well as reflecting customers’ varied lifestyles. At first glance, this campaign achieves that – perhaps it is a step towards Habitat becoming a force to be fully reckoned with once more.