Poundland to debut TV ads for Christmas campaign, but PR not part of festive drive

Poundland is launching its first TV adverts as part of its 2015 Christmas campaign, although there will be no specific PR element and broadcasts will be limited to the Yorkshire & Tyne Tees region.

'Tis the season: Poundland ads will reach more than four million households, the firm says
'Tis the season: Poundland ads will reach more than four million households, the firm says

A 30-second video depicts the home of a Poundland shopper on the night before Christmas, showcasing the retailer’s Christmas decorations, gifts and confectionery lines.

The video will debut on YouTube, Facebook and the Poundland website on Thursday 19 November, then on TV the following evening during Coronation Street, running through to 16 December. The voiceover artist on the video is Tupele Dorgu, who played Kelly Crabtree in the soap.

There will also be a series of 10-second videos showcasing individual ranges including Poundland’s Jane Asher bakeware range, licensed gifting lines, glass baubles and its Make Up Gallery cosmetics collection.

Bottle PR has issued information on the announcement, but a spokeswoman told PRWeek there would not be a specific PR element to the campaign. However, it will be supported on social media using #amazingchristmasvalue.

"As a regional campaign for the Yorkshire and Tyne Tees areas, we do not want to exclude our consumers across the UK with a national [PR] campaign directly relating to the advert. We continue to push our amazing value Christmas lines throughout consumer press following our fantastic Christmas in July event earlier in the year," the spokeswoman said.

These areas were chosen for the ad because Poundland had a "good penetration of stores", the spokeswoman said, with almost 100 of its 640 sites located there. There are no plans to extend it to other regions this Christmas, she added, although this will be considered depending on the impact of the current campaign.

Poundland marketing controller Pavan Riyat-Ward said: "We are extremely proud to launch on TV. We are always looking for new ways to reach customers and as a leader in the discount retail industry, the time is now ripe to expand our activity.

"The adverts enable us to get our branding into prime time and to reach a large audience. This initial run in the ITV Yorkshire & Tyne Tees regions will cover almost 100 of our stores and will reach over four million households."

The videos were created by Leeds-based advertising agency Us & Them.

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