Kingfisher has picked Woolworths' ad agency Bates UK to handle the first TV campaign for its superstore brand Big W, as it rolls out 90 outlets over the next five years.
A 30-second ad, called 'Moving Home', will break in time to coincide with the opening of a store in Stockton on October 13. The ads will show in ITV regions that already have a Big W store, including Scottish Television, HTV, Yorkshire, Westcountry and Central West.
Big W has stores in Edinburgh, Coventry, Rotheram and Bristol, and will open four more in Stockton, Glasgow, Redruth and Bradford before the end of November.
The ads, which target housewives with children, will broadcast during breaks in Trisha and This Morning. The campaign uses Big W's brand message 'A lot for not a lot', and the endline, 'Need to replace everything in your home? You can at Big W'. Pre- and post-Christmas ads will adopt a similar theme.
Big W marketing manager Mark Brewerton said: 'It was essential for our first-ever TV ad to be memorable and make Big W stand out from our bigger-spending rivals.'
Seen as Kingfisher's answer to Wal-Mart, Big W offers lines from the parent group's Woolworths, Comet, B&Q and Superdrug chains under one roof.