Wickes and St Luke’s Launch ‘Proud as a Peacock’ Campaign

Home improvement retailer, Wickes, has recently launched its first major brand campaign with the aim of making its customers feel as proud as a peacock. Developed by creative agency St Luke’s, this integrated campaign is set to hit screens in December, appearing on national TV, VOD, POS, CRM, radio, sponsorships, and social media platforms like TikTok.

The TV campaign features three 20-second films that showcase individuals exploring Wickes showrooms, selecting kitchen designs, and envisioning the admiration they will receive from their loved ones. Each film highlights different aspects of Wickes, from its kitchen ranges to its prices and design and installation support.

In one film, a couple imagines their neighbors’ reaction to their new kitchen, with the woman’s pride manifesting in a display of colorful peacock feathers. Another film follows a man envisioning his mother’s playful response to his kitchen, complete with peacock feathers. Finally, a third film shows a woman imagining her sister’s desire for a matching kitchen, with feathers symbolizing her excitement.

With over 50 years of history, Wickes is emphasizing a sense of pride in its brand, moving away from focusing on embarrassment to highlight the optimism and joy that comes with home improvement projects. Renowned property expert Phil Spencer serves as the campaign’s voice-over, reinforcing the message of pride.

The peacock feathers have become a central symbol for Wickes, appearing not only in major campaigns but also in various media channels to create consistency and recognition. According to Richard Denney, joint chief creative officer at St Luke’s, the campaign captures the genuine pride that Wickes customers feel after enhancing their homes.

Gary Kibble, chief marketing and digital officer at Wickes, emphasized the importance of feeling proud of the results of home improvement projects and how Wickes guarantees that sense of accomplishment. Working with St Luke’s has brought fresh ideas and enthusiasm to Wickes’ marketing efforts, aligning creative executions with the brand’s mission of helping individuals feel house proud.

In addition to this brand campaign, St Luke’s has also created other engaging initiatives for Wickes, demonstrating a commitment to innovative and distinctive marketing strategies.