Heal’s, the London furniture and household goods store chain, is
reacting to intensified competition with new advertising which lays
greater emphasis on products than it does on the store’s image.
The new campaign, breaking next week on posters and in magazines through
Leagas Shafron Davis, aims to build on earlier advertising which
positioned the stores as invigorating and exciting places for shoppers.
The latest work, however, concentrates more on products than before, a
strategy which is likely to continue in future.
Written by Trevor Webb and art directed by Steve Campbell, all the ads
follow the theme of customers being obsessed by products on sale at
Heal’s London stores in Tottenham Court Road, Kings Road in Chelsea, and
Guildford. Media is being bought by Pattison Horswell Durden.
They will run throughout the autumn and are intended to make the store
top of mind with potential customers in the run-up to Christmas.
Until now, advertising has predominantly featured modestly priced items
in an effort to attract a broader range of customers across the
Now, with store traffic up by a claimed 12 per cent year on year, future
advertising campaigns will continue to draw attention to low-cost
products as well as the more expensive luxury items.
Leigh Baker, the Leagas Shafron account director on the business, said:
‘Heal’s has been very pleased with the image advertising which has
‘But in the coming year we want to strike a balance between getting more
people into the stores and retaining the loyalty of its big-spending