Dunelm has rolled out a new brand campaign alongside a media partnership with ITV to bolster its appeal to new customers.

The retailer’s new campaign, entitled ‘Our homewares, your home’, include a series of adverts to be shown across TV, radio, social and digital channels.

The homewares specialist drafted in advertising agency Mullenlowe for the campaign.

Dunelm’s chief customer and digital officer Leonie Foster said: “To date, we have grown our customer base by rolling out stores.

“But we have a great opportunity to reach new customers and become more front of mind for others by talking more about our brand.

“Dunelm’s purpose is to help everyone create a home they love and so we have had a laser-like focus on finding a way to express this in way that would appeal to a wide range of people, whatever their budget, taste or age.”

The homewares specialist will also be an advertising partner on upcoming ITV programme Back To Mine, the first episode of which will air on September 30.

The show will involve contestants picking potential romantic partners based on their home décor choices and include Dunelm product placement and funding credits.

Unsuccessful daters will also be offered a home makeover in a follow-up show which will be featured on ITV’s web portal ITV Hub, which will feature Dunelm homeware products.

The retailer’s marketing director Angela Porter said: “For this campaign we were looking for a strategic partnership that would be strong from both a broadcast and content point of view. We wanted a partner who could reach our broad target audience in an exciting and engaging way.

“We also wanted to find an inclusive and welcoming brand that mirrors some of the core Dunelm values. ITV were the perfect partner to deliver on all three objectives.”