Kingfisher launches marketing campaign ‘Start Something New’ for its new range of Unique outdoor products

New campaign to support its first Unified and Unique outdoor range

View our TV advert

  • New Kingfisher garden and outdoor range, based on deep customer insight
  • Rolled out across Kingfisher’s European businesses
  • Campaign developed by award-winning creative agency Leo Burnett
  • TVC creative directed by British actor and ‘Eddie the Eagle’ director Dexter Fletcher

London, 2017-Mar-24 — /EPR Retail News/ — Kingfisher plc has launched its first international, multi-platform marketing campaign, ‘Start Something New’, to support the home improvement company’s new range of Unique outdoor products.  Based on extensive customer research which included visits to hundreds of customers’ homes, the exclusive products have been designed and created by Kingfisher’s in-house teams to reflect the realities of their customers’ lives.

With heavyweight media support, the campaign is rooted in Kingfisher’s belief that the home is at the heart of people’s lives, with huge emotional significance.

On air today, the TV advert is a personal story linking new life stages and the promise of new memories to come, with the new product range. Directed by British actor and director Dexter Fletcher (director of the 2016 hit film, ‘Eddie the Eagle’) the advert shows how the new range of products can create a positive change in customer’s lives thanks to unique designs and accessible pricing.

This new range marks an important step in Kingfisher’s strategy to make home improvement accessible for everyone and is the first time the business has launched a multi-country advertising campaign. The marketing activity is focused on supporting four new outdoor product ranges:

  • INDUS ‘Little House’, the first metal shed of its kind
  • Mix-and-match NEVA modular fencing system
  • DENIA garden furniture set, with folding and extending solutions
  • New VERVE watering system

Kingfisher’s Chief Customer Officer, Pierre Woreczek, commented: “We are a business that puts the customer at the heart of what we do. Our new outdoor ranges were developed from deep customer insights, based on supporting our customers in the reality of their lives. The team at Leo Burnett London has done a fantastic job at capturing the genuine emotional connection between our products and our customers’ lives through the Start Something New campaign.”

Commenting on the creative, Chaka Sobhani, Chief Creative Officer for Leo Burnett London, said: “We’re really proud to be part of the start of this journey with Kingfisher, a brand who believe great design should be affordable and available to all. Our stories hopefully mirror how great design really can have an impact, small or big, on our everyday lives.”

The ad will air in the UK from 23rd March to 5th April, and all products are currently available at B&Q. As well as the UK, the ad will also be shown in France and Romania.

Notes to editors

About Kingfisher

Kingfisher plc is a home improvement company with nearly 1,200 stores in 10 countries across Europe. We employ 77,000 people and nearly six million customers shop in our stores and through our websites every week

About Leo Burnett

All business is now multi channel and Leo Burnett London is structured accordingly. Leo Burnett London specialise in Advertising, Digital, Social Media, Content and Innovation, Sales Promotion, Direct Marketing, Licensing and Luxury Branding. We have one planning department across all these disciplines; one creative department creating ideas that work across all relevant media; one account management team; one production department and one P&L.

We have one desired outcome: To make brands popular.

Leo Burnett London partners with clients such as The Co-op, Kellogg’s, McDonald’s, Procter & Gamble

Kingfisher Press Office contacts:
t +44 (0)20 7372 8008

Zoe Crowther
Marketing and New Business Director
t +44 (0)787 9645136

Source: Kingfisher

Kingfisher welcomes Pierre Woreczek as its Chief Customer Officer

LONDON, 2016-Mar-02 — /EPR Retail News/ — Kingfisher, the home improvement company, is pleased to announce the appointment of Pierre Woreczek to the new role of Chief Customer Officer. He will join the business on 1 March and be a member of Kingfisher’s Group Executive. Pierre brings with him a wealth of international expertise and experience in brand, marketing, digital and data. He will help design the customer experience both online and in-store, and integrate customers’ knowledge and insight into the whole customer journey.

Pierre was previously Chief Strategy, Customer & Digital Officer at McDonald’s where he spent a total of 17 years. At McDonald’s he was responsible for strategy, research, marketing, product innovation, user experience, digital, design and construction of restaurants, as well as CSR and sustainable development. His work at McDonald’s included developing a new store service platform and the development of a customer-centric organisation built around new technologies and social networks.

Before McDonald’s, Pierre spent two years at Cadbury in France where he was general director in charge of marketing and research & development for various chocolate, sweets and chewing gum brands such as Poulain, 1848, Carambar and Hollywood.

Commenting on the appointment, Véronique Laury, Kingfisher’s Chief Executive Officer, said: “I am delighted to welcome Pierre to Kingfisher. He is a highly experienced international executive with a strong track record in marketing, operational and customer‐facing roles. I look forward to working with him as we develop the ‘ONE’ Kingfisher plan and become a single, unified company where customer needs always come first.”

Pierre Woreczek said: “This is a great opportunity to join a business at a really interesting stage in its development. I look forward to working with all the teams to continue Kingfisher’s journey to create good homes by making home improvement accessible to everyone.”


Kingfisher Media Relations +44 (0) 20 7644 1030

Brunswick +44 (0) 20 7404 5059

Notes to editors

Pierre Woreczek career details:

  • 2003‐2015     McDonald’s

Chief Strategy, Customer & Digital Officer, McDonald’s Europe (2010-15)

Chief Brand & Strategy Officer, McDonald’s Europe (2005-09)

Vice President, McDonald’s European Food Studio (2003-05)

  • 2001‐2003     Cadbury France, General Director, Marketing and R&D
  • 1996‐2001     McDonald’s France, Vice President, Marketing, Research & Communication
  • 1988‐1996     Jean & Montmarin (advertising agency), Associate Partner
  • 1988               Ecom & Partenaire (advertising agency), Director
  • 1981‐1987     Jacobs Suchard

Marketing Group Manager, Grand Mere Coffee

Product Manager at Jacques Vabre Coffee


SOURCE: Kingfisher plc