Theo Paphitis-owned retailer Robert Dyas will launch its first ever brand-building TV advertising campaign in the run-up to Christmas.
Robert Dyas is rolling out the ad as part of a £1m campaign designed to “bring Robert Dyas to life in an inspirational way”. The ad is intended to convey that the retailer has everything you need to make Christmas easy.
The ad, created by Haygarth, makes its debut this Saturday. It is designed to “drive reappraisal of Robert Dyas and impact those who might not previously have considered the store”, according to the retailer. It will run on ITV primetime and is intended to appeal to a younger audience.
The campaign will run across all channels, including TV, radio, in store, catalogues, website and emails.
The TV campaign features a 30-second brand ad as well as variants including a gifting-focused ad, all of which demonstrate the range of items and offers available at Robert Dyas.
Haygarth creative director Steve Rogers said: “We really feel that it has helped push the brand forward and cleverly shows how Robert Dyas has the product range and expertise to help families prepare for Christmas.”