The home retailer has handed a six-figure account to Red to promote its new positioning across Europe.
Set up by designer Terence Conran, Habitat has been marketed as more upmarket than rival Ikea. But now it wants to open up to a wider audience. Red's head of consumer brands Matt Buchanan said: 'We will tell consumers that there is something for everyone at Habitat, whether you have a small apartment, large garden, small lounge or large family kitchen.'
In April, Habitat appointed Propaganda to handle advertising and marketing for the campaign. Red won the PR business after a three-way pitch against Lexis PR and Ketchum.