Homevalue has taken a major step forward with its first nationwide brand push, marking an important moment for retail marketing and the wider media campaign Ireland landscape. Created by goosebump, the new campaign introduces a unifying platform for Homevalue’s network of locally run stores, giving the DIY retailer a stronger national identity while staying rooted in community expertise.
Branded Welcome to the Family, the campaign is designed to connect with a broad audience, from first-time DIY customers to experienced tradespeople. By highlighting the real uncertainty people often feel when taking on jobs at home, the work positions Homevalue as the friendly, knowledgeable local expert that can guide them through every project.
Homevalue’s first national move in the media campaign Ireland market
For a retailer with a long-standing presence through independent stores, this launch is more than a creative refresh. It is a strategic shift that brings 88 Homevalue outlets under one clear brand idea. In the competitive media campaign Ireland space, building a consistent national message while preserving local relevance is a powerful combination.
The new platform aims to make Homevalue more recognisable across the country. Instead of operating primarily as individual stores with local reputations, the campaign presents the brand as a connected family of experts. That matters in a category where trust, accessibility and practical support often influence where customers choose to shop.
The creative concept draws from common DIY experiences:
- Starting a home project without being fully sure what tools or materials are needed
- Feeling overwhelmed by unfamiliar repair or renovation tasks
- Wanting advice from someone who understands both the job and the local area
- Needing confidence before committing time and money to a project
These relatable moments give the campaign warmth and credibility, helping it speak to everyday homeowners as well as seasoned professionals.
Why “Welcome to the Family” works
At its core, the campaign is about belonging and reassurance. That makes sense for Homevalue, whose strength lies in local knowledge and personal service. In a crowded retail environment, emotional positioning can be just as important as price or product range, particularly in the media campaign Ireland category where brands are competing for attention across multiple channels.
The phrase Welcome to the Family signals inclusivity. It tells occasional DIYers they do not need to be experts to walk through the door, while also reassuring tradespeople that the network understands professional needs. It is broad enough to build brand equity, yet specific enough to reflect Homevalue’s personality.
A campaign built on familiar DIY truths
One of the most effective elements of the work is its use of insight-led creative. Rather than simply promoting hardware products, the campaign taps into the hesitation and confusion that often come before a home improvement task begins. That choice makes the message more human and more memorable.
In practical terms, the brand becomes:
- A trusted advisor for uncertain customers
- A dependable local partner for home projects
- A retailer that combines national scale with neighbourhood expertise
That positioning is likely to resonate strongly with Irish consumers who value both convenience and knowledgeable service.
Channel strategy and execution
The campaign is running nationally across radio, video-on-demand and social media, giving it broad reach and a balanced mix of brand-building and digital visibility. This multi-channel approach reflects best practice in any modern media campaign Ireland strategy, especially for a retailer looking to increase awareness at scale.
Each channel plays a different role:
- Radio delivers mass reach and frequency, ideal for reinforcing the new brand platform
- Video-on-demand allows the creative storytelling to land in a more immersive format
- Social media supports engagement, amplification and targeted distribution
Together, these placements help Homevalue move beyond store-level marketing into a more cohesive national communications model.
The campaign was produced in partnership with Vibrant, with Colin Peppard directing, while Folding Waves handled sound. That combination suggests a strong emphasis on craft, tone and consistency across formats.
What this means for Homevalue’s wider brand growth
This launch comes at a notable time for the business. Homevalue is part of United Hardware, the independent buying and marketing group serving builders’ merchants, DIY, and home and garden retailers. In June 2026, United Hardware acquired Expert Hardware, a network of 51 independently owned stores across Ireland. That deal expanded the combined network to more than 200 stores and annual revenues above €500 million.
Against that backdrop, a national campaign feels both timely and necessary. As scale increases, so does the need for a strong, unified brand story. In the evolving media campaign Ireland environment, retailers with distributed store networks need more than local loyalty alone. They also need a clear national proposition that customers can recognise instantly.
Homevalue’s move suggests a few key priorities:
- Strengthening national awareness
- Creating consistency across a large store footprint
- Leveraging local expertise as a point of difference
- Supporting future growth through brand recognition
Campaign credits and agency partnership
The work was developed by goosebump for Homevalue, with a team spanning strategy, creative, client service and social. On the client side, the campaign reflects leadership from CEO Paul Candon, Senior Brand Manager Sharon Lancaster and Digital Marketing Executive Lauren Gavin.
For goosebump, the project showcases its ability to build a scalable brand platform from a clear human insight. In the media campaign Ireland sector, that blend of strategic clarity and relatable creative is often what separates memorable campaigns from forgettable ones.
Conclusion: a smart media campaign Ireland play with long-term potential
Homevalue’s first national launch is more than a retailer ad campaign; it is a brand-defining moment. By using relatable DIY truths, a welcoming platform and a smart channel mix, goosebump has helped Homevalue turn local credibility into a cohesive national message. As a media campaign Ireland example, it shows how a heritage retail network can modernise its brand without losing the local expertise that made it valuable in the first place.
The takeaway is clear: when a business can unite national scale with genuine neighbourhood trust, the result is a campaign platform with real staying power.
