Dunelm was missing out on high spending cohabiting couples, who were looking elsewhere for their homewares. To catch their attention whilst sat on the sofa browsing the competition, we turned to more than just advertising. Goodstuff and ITV created Back To Mine - a reality dating show that invites singletons to pick a partner based on rummaging around their homes. The show was a great success and the integrated campaign was attributed to Dunelm outperforming the category for sales growth.
Media Director: Sam Drake (Managing Partner)
Senior Planner/Strategist: Hannah Brady (Account Director), Tim Whately (Group Strategy Director)
Creative Agency: MullenLowe
Relevant Brand or Media Manager: Angela Porter (Marketing Director - Dunelm)