From a value brand to a brand people value

DFS was the UK’s leading sofa retailer, but after 40 years of shouting sale! Sale! SALE! It really wasn’t everyone’s cup of tea. DFS wanted to evolve its image, broaden its appeal and become well loved.
The catch? Achieve all this, but DON’T drop a sale

Together we imagined a greater future for the brand, one where DFS is no longer seen as a price led brand, but instead a brand that people value and love.
We shone a light on previously hidden and surprising truths about the sheer quality of DFS sofas, the craft and care that goes into hand-making each and every one. Working with much loved Aardman animation helped to boost brand perceptions. So did introducing DFS to Team GB and building a fully integrated campaign around the idea of ‘pride in quality made in Britain’.
All this lead to a 28% increase in consideration, 40% more brand love, an incremental sales increase of £109m and a 64% increase in profit ROI (as well as a Gold IPA Effectiveness award in 2018). Someone deserves a sit down.

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