Kitchens, bedrooms and bathrooms group Homeform is launching a new ad campaign uniting its three brands for the first time.

The Moben, Sharps and Dolphin brands will all feature the same ‘& You’ branding in the new campaign that will communicate the group’s half price sale.

The ads, which launched this week, will show across terrestrial and satellite channels until the end of August.

The £2m campaign seeks to “illustrate the journey a customer goes on when purchasing a Moben Kitchen, Sharps Bedroom or Dolphin Bathroom, while at the same time communicating the brands’ expertise and offerings”, according to Homeform. The retailer wants the ads to reflect existing in-store communications.

Homeform group marketing director Mark Collier said: “This is the first time we have united our three brands across all marketing activity.

The concept creates unity and allows us to put the customer at the heart of our communications, while at the same time presenting a distinction between our brands and competitors.”

The campaign, created by marketing agency The Market Creative, also includes point-of-sale material.

The Market Creative managing director Sue Benson said while the new ads unite the three brands, each will remain “differentiated”, with the ads “celebrating the differences” of each.

In its most recent set of accounts, Homeform halved pre-tax losses to £6m, while turnover increased from £148.3m to £151.2m in the year to March 28, 2010.

In October Homeform chief executive Chris Pavlosky outlined a three-year plan to restore profits and enable an exit for owner, private equity firm Sun European Partners.

Pavlosky, who was appointed following the departure of Tony Vicente last year, said he will focus on customer service, trimming costs and improving the product offer in order to revitalise the group.

Homeform runs 167 showrooms, including 83 concessions in Homebase, Bhs, Next and Laura Ashley.

For more on Homeform visit Retail-week.com/homeform

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