Homebase has launched its first advertising campaign since announcing its turnaround plans earlier this year and appointing Atomic as the lead strategic & creative agency. It coincides with the retailer’s Autumn launch of over 800 new pieces of furniture and accessories, the products themselves show a shift to a more quality product being on offer.

Homebase recently cited the appointment of Atomic as a signal of a ‘new and exciting future’ for the brand and the new work sees the launch of a new creative platform ‘Feels Good To Be Home’, a clear stake in the ground for the retailer.

“We knew that Homebase wanted something to remind consumers of its roots and the role that the brand has played in their lives over all these years. Feels Good To Be Home does exactly that and feels completely ownable by Homebase,” said Henderson & Bradbury, creative partners at Atomic London. “Together with the distinctive new music track we are really proud to be launching our first communications under this new brand world”

The work shows a notable and fresh take on the brand’s communications style. There is a clear shift towards a more emotionally led style of advertising, signalling a move away from the more direct response style of advertising that we have become used to in recent years from the brand.