Thirty years on from its store debut, Poundland is launching its first-ever national TV advertising campaign this weekend.
The move follows the revamp of its 800-plus store estate which has seen the introduction of new ranges such as clothing, homeware, and chilled and frozen food.
The campaign aims to put the spotlight on the discount retailer’s transformation over the last couple of years from a single-price retailer to one offering a much bigger range of products at multiple price points. This includes its most recent launch, a 60-strong electronics range under the brand Viido.
With the theme ‘This is Your Land’, the ads feature actor and comedian Alan Devally, and will showcase a mix of seasonal items and essentials over the initial two-month campaign.
“It’s time to tell customers – old and new – that Poundland is changing and it’s time to come and take another look,” said Barry Williams, Poundland’s Managing Director.
“Our regular customers can already see the store makeovers, but we know there’s millions of people who need to be told what we’ve become. But as much as we’re changing to bring new ranges to customers, our promise to deliver amazing value is still as strong today as it was thirty years ago.”
Poundland stated that the investment in a TV campaign marked the next stage in its transformation programme which will see continued investment in new stores, refurbishment, and relocations.
NAM Implications:
- The way forward for pound shops…
- …and thereby scope for new suppliers working within the extended price model.
