Victoria Plumb to launch first television campaign

Airing on Monday, the 30 second ads will run for four weeks at peak time viewing across ITV1, Sky and Channel 4 Digital.

Victoria Plumb, which is owned by the Walker Group, expects the campaign to raise its profile and attract a new audience to its products as part of a two-year growth strategy.

The Walker Group bought the rights to the MFI brand for £250,000 in 2010 after the company collapsed into administration. The group also owns the rights to the Land of Leather and Focus DIY brands.

Victoria Plumb said sales have grown “significantly” and it is on track to hit £25m this year.

Victoria Plumb marketing manager Sam Jenkinson said: “We have invested a six-figure sum in the TV advertising alone and we expect it to boost sales over and above the very strong double-digit increase we have recorded year-on-year.

“We operate in a highly competitive marketplace and in tough economic conditions, yet despite this, we are in a period of growth and our investment in TV will build on this and consolidate our position in the sector.”

The advert, created by Principles Agency, focuses on value for money, featuring the strapline ‘Always low prices’ and reveals its sale will be running until October 31.

The marketing campaign will also include advertising in national newspapers and consumer home interest press and flyer inserts. Victoria Plumb has also produced its first catalogue.