The campaign, which breaks on Saturday (1 November) with a 30-second TV advert, uses the line ‘Christmas made easy’ to position the retailer as a convenient and family friendly brand during the festive season. It is the first brand-led campaign from Robert Dyas, which has previously used TV for product or offer-led communications.
Speaking to Marketing Week, Robert Dyas marketing director Dean Morris said that the campaign offered an opportunity for consumers to “reappraise” the retailer, which was acquired by entrepreneur Theo Paphitis in 2012.
“Throughout this year we’ve focused on the fact that we are a convenience store that provides solutions Read full story ›
Source: Marketing Week
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