Harris Brand Launches major consumer adverting campaign
Harris, one of the leading decorating tools brands stocked by us here at BS Fixings, has just confirmed it is investing in a consumer adverting campaign this autumn. Whilst the exact budget is not known, it is reported to be a seven-figure sum and will be used to cover TV advertising as well as out of home channels such as poster sites and will be supported by enhanced PR activity and social media
Harris Brushes is also looking at producing a range of point-of-sale promotional material to support the retail stockists up and down the country, to tap into the impulse buy market for items such as the Harris 11 Piece Decorating Set
The campaign is primarily a brand awareness campaign and aims to educate the UK’s DIY’ers about the negative effects of using poor quality decorating tools, positioning Harris brushes, rollers and decorating tools as the “quality choice for great results.” The campaign has been titled “Blame the Brush campaign” which has the strapline ‘Do The Job Properly With Harris.’ The campaign is planned start on September 22nd so at the time of writing, the campaign might actually be live.
The Media chosen for the campaign includes Channel 4 with the adverts coinciding with the final episode of Changing Rooms, in addition to placing the adverts alongside other decorating programmes, plus mainstream, family viewing using ITV Hub, Drama and Really. The outdoor campaign will target prime poster sites adjacent to leading DIY stores frequented by the target audience.
Commenting on the campaign, Harris’ marketing director, Philippa Pawson said, “When we relaunched the Harris brand, we promised retail stockists a high-profile campaign aimed at changing the way consumers viewed decorating tools. #BlameTheBrush focusses on the problems caused by poor quality tools such as bristle and lint loss, streaks and drips as represented by our animated decorating tool ‘criminals’, while positioning the Harris tools as the heroes who save the day.
Paul Airey, Director at Piranha which provides SEO services in Preston quoted “this is a great traditional and digital campaign and should be a great success
Clearly it Is hoped the campaign will drive sales, so make sure you get your Harris Brushes and decorating products before national stocks run low!