Member Article

Dunelm appoints Tangerine Communications as lead consumer PR agency

Leading homewares retailer, Dunelm has appointed Tangerine Communications as its lead consumer PR agency, to support its strategic focus to become a more meaningful brand by operating an always-on national, regional and local consumer press office and developing the brand’s creator network.

Since winning a competitive three-way pitch in September, Tangerine has led on repositioning the brand’s tone of voice in line with its new ‘Home We Get It’ brand campaign.

More recently, Tangerine has supported Dunelm’s work within the community by delivering cross-channel communications for it’s ‘Delivering Joy’ Christmas shoebox campaign, which has seen over 16,000 shoeboxes donated by customers to worthy causes across the country. The employee-owned agency is also providing ongoing social media support in the form of content creation, creative reactive and community management on a campaign basis.

Commenting on the appointment, Jemma Williams, Director of Brand and Marketing at Dunelm said: “Tangerine was a natural fit for us. During the pitch process the team proved the value of audience-first thinking, an integral part of our ‘Home, We Get It’ brand campaign.

“It’s only been a couple of months, but Tangerine has already proven to be a trusted, extended part of our team here at Dunelm. We’ve seen some great success already through PR but also across social through jumping on creative reactive opportunities. 2021 is a big, exciting year for Dunelm, with more stores set to open. I’m extremely looking forward to building on this success with the support of Tangerine.”

In October, Dunelm launched its new brand platform, ‘Home, We Get It’. The 360 campaign, executed across TV advertising, instore, social and PR, celebrates real homes with all of the perfect imperfections known and loved by customers, proving Dunelm gets what home truly means to people up and down the country.

Sam Gregory, MD at Tangerine Comms, said: “Dunelm is a well-known household name that’s been around for over forty years. We’re really proud to add the brand to our client roster and help it to further success through effective, insight-led communications that delivers.”

This was posted in Bdaily's Members' News section by Tangerine Communications .