Kingfisher plc’s 2017 “Start Something New” campaign positions the brand as a facilitator of meaningful life transitions through accessible, well-designed outdoor products. The brand proposition centers on the idea that the home is a deeply emotional space where new memories are created, and that great design should be both affordable and practical, enhancing everyday life. By emphasizing unique product designs developed from extensive customer research, Kingfisher underscores its commitment to meeting real consumer needs with solutions that offer both aesthetic appeal and functional value.
The campaign’s market strategy is rooted in a narrative approach that connects emotionally with customers undergoing new life stages, highlighting how these products can support positive change within the home environment. Drawing from in-home visits and customer insights, the creative direction translates these realities into a relatable story that positions the products as enablers of fresh beginnings. The use of a well-known director, Dexter Fletcher, adds a layer of authenticity and cinematic storytelling, reinforcing the connection between the brand and the personal significance of home life. The multi-platform rollout, including TV spots airing not only in the UK but also France and Romania, aims to maximize reach within key European markets. By focusing on affordability combined with design quality, the campaign targets homeowners who value both style and practicality, leveraging emotional resonance to differentiate Kingfisher’s outdoor range in a competitive household products market.
FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution.
This campaign fits the Exemplary Story format because the description emphasizes a narrative arc that mirrors life stages and personal transitions, tying these changes to the use of Kingfisher’s unique outdoor products. The advert is described as a “personal story” linking new beginnings and memories with the introduction of the new range, and the narrative aims to dramatize how “great design can have an impact, small or big, on our everyday lives.” The product enables positive change and resolution, fulfilling the arc of an exemplary story where the product is central to the outcome.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. B&Q – Positioned as one of the UK’s leading DIY and home improvement retailers, B&Q focuses on a broad product range, competitive pricing, and accessibility. It leverages extensive in-store expertise and online support to cater to both DIY enthusiasts and professional tradespeople, emphasizing convenience and inspirational solutions for home and garden projects.
2. Wickes – Known for its value-driven approach, Wickes targets both DIYers and tradespeople with a wide selection of quality building materials and home improvement products. Their market position is centered on project-focused solutions, competitive deals, and fast, reliable service, including click-and-collect options, appealing to budget-conscious consumers undertaking renovations or repairs.
3. Homebase – Homebase differentiates with a strong focus on stylish home furnishings and garden products alongside DIY essentials. The brand emphasizes creating affordable, design-led living spaces and outdoor areas, combining knowledgeable service with an engaging shopping experience both online and in physical stores.
4. Screwfix – Primarily catering to professional trades and serious DIYers, Screwfix distinguishes itself through a vast and specialized product range, rapid delivery, and efficient customer service. Its positioning revolves around convenience, expertise, and availability of trade-focused tools and materials at competitive prices.
5. Travis Perkins – Serving both trade professionals and serious DIY customers, Travis Perkins positions itself as a comprehensive supplier of building materials, tools, and services. The brand places strong emphasis on expert guidance, industry knowledge, and supplying large-scale construction and renovation projects with quality and reliability.
Q: What is Start Something New about?
A: Start Something New is Kingfisher plc’s first international, multi-platform marketing campaign, launched in 2017 and developed by Leo Burnett London for the household product market. The campaign centers on a film directed by Dexter Fletcher, telling a personal narrative that connects key life transitions and the creation of new memories to Kingfisher’s new range of unique outdoor products. Drawing on extensive customer research, the campaign showcases products designed by Kingfisher’s in-house teams to reflect real customer needs, positioning the brand as a facilitator of positive change in home and garden environments.
Q: What creative device does Start Something New use?
A: Start Something New employs the Exemplary Story format, as classified by Clapboard’s 12-format taxonomy. This approach places the product at the heart of the narrative, using a personal story that mirrors life stages and transitions, with the new outdoor range serving as the catalyst for positive change. The campaign dramatizes how accessible, well-designed products can impact everyday life, fulfilling the arc of an exemplary story where the product is essential to the plot’s resolution and emotional resonance.
Q: What is the campaign proposition for Start Something New?
A: The campaign proposition for Start Something New positions Kingfisher plc as a brand that enables meaningful life transitions through accessible, thoughtfully designed outdoor products. Targeting homeowners who value both style and practicality, the campaign asserts that the home is a deeply emotional space where new memories are made. By emphasizing products developed from in-depth customer research, Kingfisher signals its commitment to meeting real consumer needs with solutions that combine aesthetic appeal and functional value, setting itself apart in the competitive household products market.
Q: How does Start Something New rank in Clapboard's archive?
A: Start Something New holds a Clapboard Campaign Score of 58/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Kingfisher plc's category?
A: In the household product and home improvement sector, Kingfisher plc faces competition from B&Q, which emphasizes a broad product range and accessibility for both DIY enthusiasts and professionals; Wickes, known for its value-driven, project-focused solutions and reliable service; Homebase, which differentiates with stylish, affordable furnishings and an engaging retail experience; Screwfix, catering to trade professionals with a vast, specialized range and rapid delivery; and Travis Perkins, which serves both trades and serious DIYers with comprehensive materials, expert guidance, and a focus on quality and reliability.
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