Dunelm & This Morning

Building associations with Style and Quality through Britain’s favourite day time TV show.


Dunelm, the UK's leading home furnishing retailers, had a successful brand re-launch in September, positioning themselves as the Home of Homes. Their new campaign had very promising business results, however generally marketing activity lacked consistency, with periods of little to no activity particularly over the summer months. We’d previously partnered with ITV to create the AFP, Back to Mine, but needed something that was going to give us more presence whilst driving our quality and style credentials.

The Idea

Sponsorship was the ideal way to give us longevity through the year and give us something to talk about during months with little ATL activity. We identified This Morning as the key fit for Dunelm, the target audience and brand fit were perfect, with a focus on real people which is vital to Dunelm. The key to success was making this a fully integrated partnership therefore we also became the headline sponsor of This Morning Live and created branded content with This Morning aimed at building understanding of the breadth of products on offer at Dunelm.


The Sponsorship has only been live since February but is already showing some really promising results with 44% of viewers aware of the sponsorship. Our brand image score has gone up by 2% for viewers, increasing to 8% for viewers aware, within this association with quality products has increased 5% for viewers and 11% for viewers aware, whilst style has increase 5% for viewers and 6% for viewers aware. Whilst not a key KPI the idents are also driving sales of products, with an uplift of up to 400x for individual products included in them.