Poundland is launching its first TV advertising campaign as part of a major marketing push ahead of the crucial Christmas trading period.
The regional campaign will air on November 20 on ITV’s Yorkshire & Tyne Tess regions during primetime advertising slots. The ad will run during The X Factor, Coronation Street, Emmerdale and I’m a Celebrity…Get Me Out of Here.
It is the first time a single price discounter has invested in TV advertising.
The 30-second ad takes the viewer on a journey through a home on the night before Christmas, showcasing a range of decorations, gifts and confectionary, with Poundland’s name revealed at the end.
It is supported by a number of 10-second executions that focus on its popular Jane Asher bakeware products, licensed gifting lines, bauble ranges and the Make Up Gallery cosmetic collection.
The campaign will reach more than four million homes in the north of the country, covering almost 100 stores, according to the retailer. It will be unveiled exclusively online on November 19, the day before the TV launch, via the retailer’s social media channels.
Pavan Riyat-Ward, Poundland marketing controller, said the time was ripe to expand its marketing activity, adding: “The adverts enable us to get our branding into primetime and to reach a large audience.
“It is a great opportunity to showcase our amazing Christmas range with the idea being to surprise non-shoppers as we reveal the great quality range Poundland has to offer”
“We are very confident with the creative in the adverts and it is a great opportunity for us to celebrate the magical journey our customers take on a daily basis, and to showcase our amazing value Christmas range with the idea being to surprise non-shoppers as we reveal the great quality range Poundland has to offer at Christmas.”
Poundland chief executive Jim McCarthy said the Christmas period offered a fantastic opportunity to launch its first major TV campaign.
The news comes ahead of the retailer’s half-year results due on November 19.
Poundland, which acquired the 99p Stores chain in February, saw a 2.9% dip in first-half like-for-likes and warned on its first-half profits.