Harris Brand Launches major consumer advertising campaign
Harris, one of the leading decorating tools brands stocked by us here at BS Fixings, has just confirmed it is investing in a consumer advertising campaign this autumn. Whilst the exact budget is not known, it is reported to be a seven-figure sum and will be used to cover TV advertising as well as out-of-home channels such as poster sites and will be supported by enhanced PR activity, social media coverage, and influencer engagement.
Harris Brushes is also looking at producing a range of point-of-sale promotional material to support the retail stockists up and down the country, to tap into the impulse buy market for items such as the Harris 11 Piece Decorating Set
The campaign is primarily a brand awareness campaign and aims to educate the UK’s DIY’ers about the negative effects of using poor quality decorating tools, positioning Harris brushes, rollers, and decorating tools like the “quality choice for great results.”
It has been titled “Blame the Brush campaign” which has the strapline ‘Do The Job Properly With Harris.’ The campaign is planned to start on September 22nd so, at the time of writing, the campaign might actually be live.
The Media chosen for the campaign includes Channel 4 with the adverts coinciding with the final episode of Changing Rooms, in addition to placing the adverts alongside other decorating programmes, plus mainstream, family viewing using ITV Hub, Drama and Really. The outdoor campaign will target prime poster sites adjacent to leading DIY stores frequented by the target audience.
Commenting on the campaign, Harris’ marketing director, Philippa Pawson said, “When we relaunched the Harris brand, we promised retail stockists a high-profile campaign aimed at changing the way consumers viewed decorating tools. #BlameTheBrush focuses on the problems caused by poor quality tools such as bristle and lint loss, streaks, and drips as represented by our animated decorating tool ‘criminals’ while positioning the Harris tools as the heroes who save the day.
Clearly, it Is hoped the campaign will drive sales, so make sure you get your Harris Brushes and decorating products from us here at BS fixings before national stocks run low!