Homewares retailer, Dunelm has appointed Tangerine Communications as its lead consumer PR agency, to support its strategic focus in becoming a more meaningful brand.

Dunelm wants to operate an always-on national, regional and local consumer press office and develop its creator network. Since winning a competitive three-way pitch in September, Tangerine has led on repositioning the brand’s tone of voice in line with its new ‘Home We Get It’ brand campaign.

More recently, Tangerine has supported Dunelm’s work within the community by delivering cross-channel communications for it’s ‘Delivering Joy’ Christmas shoebox campaign, which saw over 16,000 shoeboxes donated by customers to worthy causes across the country.

The employee-owned agency is also providing ongoing social media support in the form of content creation, creative reactive and community management on a campaign basis.

Jemma Williams, director of brand and marketing at Dunelm says, “Tangerine was a natural fit for us. During the pitch process the team proved the value of audience-first thinking, an integral part of our ‘Home, We Get It’ brand campaign. It’s only been a couple of months, but Tangerine has already proven to be a trusted, extended part of our team here at Dunelm. We’ve seen some great success already through PR but also across social through jumping on creative reactive opportunities. 2021 is a big, exciting year for Dunelm, with more stores set to open. I’m extremely looking forward to building on this success with the support of Tangerine.”

In October, Dunelm launched its new brand platform, ‘Home, We Get It’. The 360 degree campaign, executed across TV advertising, instore, social and PR, celebrates real homes with all of the perfect imperfections known and loved by customers, proving Dunelm gets what home truly means to people up and down the country.