Partner Article

The Market Creative breaks category norms with ‘no-nonsense’ campaign for Plumbworld

The Market Creative is launching the first marketing campaign for Plumbworld as it seeks to break category norms and engage consumers with its no-nonsense proposition.

The ‘We love to say no’ campaign has been developed to set the online bathroom retailer apart from the ‘bubble-bath’ competition and reveals the company’s new contemporary branding.

It reflects Plumbworld’s commitment to offering customers the best value for top brands by saving money on expenditure such as retail park space and sales staff.

To communicate the proposition, the products have been made the heroes of the creative solution and appear against a bright orange background absent of props or styling. They sit alongside new strapline ‘Big brands, small prices’ and a heart motif conveys prices that customers will love.

The campaign encompasses a 30-second TV advert, which will run nationally on satellite channels, and a consumer press campaign with ads and inserts across a range of home interest titles including Ideal Home, Homes & Gardens and The Sunday Times’ Stella. The Market Creative has also led the redesign of www.plumbworld.co.uk.

Account director, Caroline Finch-Denham, led the project at The Market Creative, she said: “We love to say no’ is all about simplicity, making the product the focal point and showing off beautiful form to great impact. The message is straight-forward and easy to understand, so wholly reflective of the brand.”

James Hickman, managing director at Plumbworld said: “We are different to many of our competitors in that we don’t spend large amounts of money on anything that isn’t absolutely necessary to the quality of a customer’s experience with us. This means that we can pass those cost-savings on to our customers.

“We don’t have sparkly showrooms, a troop of sales staff or huge marketing budget, and we take a no-nonsense approach to business, so the kind of formulaic campaign that shows people taking bubble baths or cascading showers just wouldn’t be a true reflection of what we’re about. We’ve spent decades developing relationships with top brands like Mira and Triton so we can offer leading products at the best prices, and the campaign does a great job of communicating this idea.”

Caroline adds: “Plumbworld has been around since the ’90s and they were very early adopters of ecommerce, but very little has changed in terms of their approach to marketing since they launched in the ‘90s. They’re the best kept secret of the online bathroom retail world having never taken a cohesive approach or leveraged TV, so this will certainly be more than a toe in the water for them.”

‘We love to say no’ goes live from 1 April to take advantage of prime Easter trading.

This was posted in Bdaily's Members' News section by The Market Creative .