Wickes
Proud as a Peacock
Everyone wants to feel proud of their home. But turning it into something worth showing off can feel daunting.
Wickes already had the answer: products at every price point and expert help at every step. But emotionally the brand felt distant.
Our insight was that people feel huge pride not just in the finished result, but in their role in creating it.
We repositioned Wickes from a functional retailer for tradespeople to a brand that helps people realise their home improvement dreams.
Our Agenda Setting Idea celebrates the pride people feel during a project and once it’s complete.
“Feel as Proud as a Peacock with Wickes.”
Within six weeks, spontaneous awareness of Wickes Kitchens rose nine points to 41%, with consideration also increasing.
The campaign helped reverse declining kitchen sales while overall revenue grew 7% to £533m.
Share price rose from 147 in December 2024 to 230 by June, when Wickes was promoted to the FTSE 250.
In six months, Wickes is already shifting perception – from a retailer for tradespeople to a brand for proud home improvers.
