The Brief.

Modernise and re-position The Kitchen Depot brand within their marketplace. As a family run business, that had always been at the heart of their culture - but their communications had often focused on cost and features. Our brief was to re-position their advertising to better reflect their key strengths.

The Insight.

A third of people answer that the memories made in their home, is what the value most about it. It’s the moments you make there that helps families form an emotional bond with their kitchen. Some momentous and memorable, some small and subconscious.

The Work.

A kitchen is made for memories. Made for moments. Made for you. Made to last.

The Kitchen Depot, Made for a Lifetime.

With a new strapline and competitive position, we created a multi-channel campaign across TV, Radio, OOH, Social and Online. We focused on the true customer benefits by highlighting all the little moments created by families, couples and friends during the lifetime of a kitchen - and the new positioning implied quality & durability over an extended life cycle.

We managed all copy, filming, editing, photography, audio and music production – and refreshed their audio branding to reflect their softer, lifestyle focus - whilst retaining the DNA of their long term radio ‘jingle’.

Flexibility.

As well as the main ‘Hero’ TV spot, we created multiple short-form edits for use across social channels and on Youtube pre-roll.

Radio.

Rather than bin years of brand equity, we chose to re-compose the long running radio ‘jingle’, modernising it for the brand’s new era - while retaining their well known sonic ident in instrumental form.


The ads (like the social edits) focused on single special ‘Made For’ moments made within a kitchen, with relatable ‘in situ’ soundscapes and a simple brand positioning message.

Outdoor.

Photography.