Wickes aims to attract style conscious consumers for kitchens

Wickes is focusing on its kitchens in its latest TV campaign as it aims to attract style conscious consumers.

Wickes: emphasising its kitchens
Wickes: emphasising its kitchens

The ad by Iris shows a family spending more time in the kitchen, as opposed to the living room. They celebrate birthdays, have friends over, and take a late-night snack in the space.

At the end the voiceover says: "The kitchen has changed. Is it time to change yours?"

Iris has also created an "in-depth nurture program" to highlight the part Wickes plays in helping people choose the right kitchen.

The ad was created by Rupert Thornborough, Shaun Mcilrath and Lou Bogue, and directed by Jackie Oudney through The Gate. Carat handled the media planning and buying.

Iris won the £24 million Wickes account in January following a competitive pitch. The agency’s first work for the retailer positioned it as the store there to help an inexperienced DIYer "do it right".