Wickes Stunt Welcomes Keir Starmer as Prime Minister

St Luke's and the home improvement retailer tap into political humor with a message highlighting its kitchen expertise as the new government takes shape

By creative salon

05 July 2024

Home improvement retailer Wickes is extending a timely reminder to one particular individual moving house this weekend that their services are available to help make it feel like home.

The campaign, created by St Luke’s,, is aptly titled ‘New cabinet?’ launching on the same day as Labour’s general election victory.

The campaign features a poster with the message: “New cabinet, Keir? Our kitchen experts are here to help.” This wordplay refers to the new cabinet that Sir Keir Starmer will be forming following his election win, tying it neatly with Wickes' expertise in kitchen renovations.

The poster also includes Wickes branding, emphasising their position as a leading DIY retailer with 230 stores across the country.

It will run for one day only, Friday, July 5, on an ad van positioned outside Downing Street in Westminster, the historic address where Britain's prime ministers have resided since 1735. This strategic location underscores the timely and witty nature of the campaign, ensuring it catches the attention of both passersby and the political community.

Richard Denney, joint chief creative officer at St Luke’s, explained the thought behind the campaign: “The first thing you do when you move into a new home is start planning what you are going to do with it – especially if the previous occupants have not left it to your taste. Step forward Wickes’ kitchen experts, there to help you feel house proud.”

Credits

Advertiser/Brand: Wickes Kitchens and Bathrooms

Campaign: New cabinet

Client: Gary Kibble, Chief Marketing and Digital Officer; Mandy Minichiello, Head of Marketing, Kitchens and Bathrooms, PR & Social; Gemma Lovell, Senior Social Media Manager; Ella Farthing, Senior PR and Charity Manager

Agency: St Luke’s

Joint Chief Creative Officer: Richard Denney

Art Director & Copywriter: Darren Keff & Phillip Meyler

Head of Art & Design: Pete Mould

Agency Producer: Charlie Berry

Senior Planner: Amelia Markham

Business Director: Barnaby Kelly

Senior Account Manager: Hope Shooter