St. Luke’s Director Neil Gorringe Celebrates Success at Wickes Home Improvement

Wickes, the home improvement retailer, has unveiled its first major brand campaign, created by creative agency St Luke’s. The campaign focuses on the idea that Wickes has everything its customers need to feel as proud as a peacock. The TV campaign includes three 20-second films that showcase people browsing in Wickes showrooms, selecting designs, and imagining their new kitchens and the compliments they will receive from friends and family. Directed by Neil Gorringe and produced by MYTHSMYTH, these films highlight Wickes’ kitchen ranges, prices, and the design and installation support they provide.

The campaign emphasizes Wickes’ heritage of pride since its establishment over 50 years ago. The new strategy moves away from focusing on embarrassment and instead hones in on pride to reflect the optimism that comes with a home improvement project. The campaign line, “Feel as proud as a peacock,” aims to connect the brand with feelings of pride and accomplishment. Phil Spencer, a property guru and ambassador for Wickes Kitchens, continues to be the voice-over for the campaign.

According to Richard Denney, joint chief creative officer at St Luke’s, the campaign celebrates the pride that Wickes customers feel after improving their homes. The research behind the campaign shows that even younger generations connect pride with peacocks. This new work marks an exciting evolution for the Wickes brand, and future campaigns will build upon this idea.