Oak Furnitureland launches Grow Your Home campaign


Leading UK hardwood furniture retailer, Oak Furnitureland, has today launched a new brand platform and campaign, Grow Your Home, reflecting the business’ expansion into new products and categories that serve the whole home.

The fully integrated campaign will be brought to life across TV, VOD, radio and YouTube, as well as being consolidated throughout all of Oak Furnitureland’s business, including point of sale, employee initiatives, and a new tone of voice.

It will run from Monday 2 October.

‘Grow Your Home’

Developed with creative agency TMW Unlimited, the Grow Your Home platform marks the latest step in Oak Furnitureland’s journey to develop its ‘whole home’ offer.

It reflects a wider business transformation over the last 12 months which includes successful expansions across its sofa collections and the recent launch of the upholstered bed category.

The campaign is built from the idea that home isn’t something that happens overnight, but it grows with us throughout our lives.

The focal point of the platform is the biggest oak tree in the world, brought to life and showing a range of family homes, reflective of the brand’s growing relevance and appeal to a broader range of customers.

Oak Furnitureland’s TV commercial was directed by Samuel Bennetts, and produced by Unit 9.

Filmed in a cinematic style, and in one seamless shot, the camera swoops around dynamically gliding through different glass-fronted, stylish homes, reflecting the growing customer base.

The TV ad was written and art directed by Stuart Woodall and Neil Matthews, and Tom Harman.

It ends with the message ‘you don’t just furnish a home, you grow one’, underscoring the promise of furniture that’s designed for life’s journey with style that’s built to last, reflecting the brand’s heritage in quality real hardwood.

Tracy-Ann Oberman, English actor, playwright, and writer, has provided the voiceover, whilst the CGI was created by UPP.

Media has been handled by Carat UK. Initial placements will include a run on ITV during the Rugby World Cup, a takeover of ITVX, and key contextual programming, including Location, Location, Location, Grand Designs and Britain’s Superhomes on Channel 4.

TMW Unlimited draws on UNLIMITED’s Human Understanding Lab, a group of 120 neuro-, data, behavioural scientists that provides insight, strategic support and testing capabilities.

Gill Mison, Chief Customer Officer, Oak Furnitureland, said: “Oak Furnitureland is already synonymous with exclusively designed furniture collections that are built to last, but the goal of this campaign is to show customers the evolution that the business has been on over the last 12 months, developing new ranges of stylish and affordable furniture for every room in the home.

“The Grow Your Home campaign perfectly demonstrates how we’re broadening our product collections and transforming the brand to increase its relevance within consumers’ minds.”

Graeme Noble, Chief Creative Officer, TMW Unlimited, said: “We didn’t want the campaign to be limited to the conventions of the category, of just showing sofas in a showroom.

“We wanted to give the ‘land’ in the Oak Furnitureland name some real meaning. So, once we had the idea of the biggest oak tree in the world that’s full of real homes and people, we knew we were onto something interesting and unexpected.

Noble added: “We believe our new brand platform ‘Grow Your Home’ encapsulates what Oak Furnitureland is all about, and it has so much room to, well, grow and grow.”

Claudia West , Group Business Director, Carat, said: “We’re thrilled to be a part of Grow Your Home. This marks a significant investment in AV advertising for Oak Furnitureland that perfectly aligns with its vision and values.

“The campaign’s unique concept is refreshing and deeply resonates with consumers. Carat UK and Merkle are proud to assist the brand in this transformative journey, and we look forward to seeing it come to life across various platforms.

“We’re confident it will make a lasting impression and shift perceptions towards Oak Furnitureland’s comprehensive ‘whole home’ product offering.”