Robert Dyas set to spend £3m on repositioning ad campaign

The long-term campaign, into which Robert Dyas is investing £3m this year, is a “lot less tactical and less price led” than traditional Robert Dyas advertising, said head of marketing Dean Morris. He added: “This is much more about brand positioning and why we’re a unique place on the high street.”

Morris said last year’s revamp of the store environment and range review had bought the business “up to date” and the ad campaign is “the next logical step to communicate what the brand stands for”.

Robert Dyas has a “slightly ageing customer base”, with an average age of 50, according to Morris. He said he wanted the retailer to appeal to “middle class 30-somethings, who own a home”.

Presently, this demographic has mixed perceptions of Robert Dyas, according to Morris. He said: “We have now redefined the brand and made it relevant for a younger audience without alienating our existing customers.”

He said the retailer wanted to base its campaign - which is underpinned by the tagline ‘Home Made’ - around events in the calendar, giving consumers reasons to shop at Robert Dyas throughout the year.

“It’s a real opportunity,” said Morris. “Our core purpose is to help people make and maintain their homes.”

The first ads, launched next month, will feature camping and eating al fresco, promoting products such as barbecues, outdoor furniture, marinades and camping.

Other instalments will include a promotion around Valentine’s Day. “It’s not something you’d usually associate with Robert Dyas, but we sell all the kit you need if you’re eating a special meal in,” said Morris.

Door drops will be used, as well as billboards, local and national press and radio in the South, where Robert Dyas’ 97 stores are based.