Independent agencies, The Specialist Works and What’s Possible Creative Studio have created the flexible campaign, which will be phased throughout the season to reflect shoppers’ changing moods and activities, including decoration for getting homes ready, gifting for family, and entertaining for guests.
The hero Christmas messaging will run across the season with additional messaging around Black Friday and specific products.
A multi-channel initiative, content will run across radio, online video, online display and digital audio from 31 October to 21 December. Robert Dyas will also be running the campaign across in-house channels including CRM, social, influencers, partnerships, store theatre and website.
Laura Butter, group client director, The Specialist Works, commented: “This year is Robert Dyas’ 150th birthday, and its rich history is what makes the brand such a staple of the British high street. Loved by customers for both its excellent customer service and in-store expertise, we’re thrilled to work with Robert Dyas on this Christmas campaign and look forward to seeing the impact on the brand.”
Kate Squires, head of marketing at Robert Dyas, said: “It has been a pleasure working with The Specialist Works and What’s Possible Creative Studio to create our new Christmas campaign. We think it will be a festive hit with our customers and also attract new customers by reminding them that we are there for all their seasonal needs.”
