Harris Brand Launches Seven-Figure TV Ad Campaign

Leading decorating tools brand, Harris is launching a major consumer advertising campaign this autumn using terrestrial TV and out of home, backed up by PR, social and influencer activity as well as promotional material for retail stockists. The brand awareness campaign educates the nation’s DIY’ers about the detrimental effects of using poor quality decorating tools using a fun and engaging creative, while positioning Harris brushes, rollers and decorating tools as the quality choice for great results.

Breaking on September 22nd, the #BlameTheBrush campaign which has the strapline ‘Do The Job Properly With Harris’ represents a seven figure investment for the company. Its narrative style, using animated characters to represent the main drawbacks of cheap, disposable painting tools which most irritate DIY decorators, is designed for longevity with additional storylines appearing in spring 2022. 

Media includes Channel 4 co-ordinating with the final episode of Changing Rooms, as well as proximity ads alongside other decorating programmes, plus mainstream, family viewing using ITV Hub, Drama and Really. The outdoor campaign utilises prime sites adjacent to leading DIY stores.

Commenting on the campaign, Harris’ marketing director, Philippa Pawson said, 
“When we relaunched the Harris brand, we promised retail stockists a high profile campaign aimed at changing the way consumers viewed decorating tools. #BlameTheBrush focusses on the problems caused by poor quality tools such as bristle and lint loss, streaks and drips as represented by our animated decorating tool ‘criminals’, while positioning the Harris tools as the heroes who save the day.

“The campaign launch majors on the Harris Ultimate 2” Walls & Ceilings Flat Brush, but as the narrative unfolds consumers will meet other Harris Heroes. Buying ‘cheap’ decorating tools is no good for retailers or consumers and this campaign really focusses on the importance of investing in Harris quality to get the most out of decorating in terms of ease of use and satisfying results.” 

Harris decorating tools are available through most DIY stores. For more information, visit www.harrisbrushes.com. Let’s decorate.

Source : Harris Brushes

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