Brand Tracker

Welcome to the automated Brand Tracker diaries.

Ireland

Homevalue Rolls Out First Ever National Campaign

Brand: Homevalue

Campaign: Welcome to the Family

Source: https://www.adworld.ie/2026/10/02/goosebump-rolls-out-first-ever-national-campaign-for-homevalue/

Goal: Position Homevalue as a destination for DIYers and professional tradespeople.

Claim: Homevalue: your local expert ready to help.

Media: radio, video-on-demand, social media

Summary: Homevalue has launched its first national brand campaign titled 'Welcome to the Family', created by agency goosebump. The campaign aims to unify its locally run stores under one identity and positions Homevalue as an expert resource for DIY enthusiasts and professionals. It features relatable DIY scenarios to alleviate common customer uncertainties, promoting the retailer's vast network of knowledge. The campaign is being rolled out nationally through various media channels including radio, video-on-demand, and social media.

Ireland

BGE again backs Virgin’s home series

Brand: Bord Gáis Energy

Campaign: Help Me Buy a Home

Source: https://marketing.ie/bge-again-backs-virgins-home-series/

Goal: Help Irish homeowners understand retrofit and energy upgrades

Media: Virgin Media One, Virgin Media Play

Summary: Bord Gáis Energy has renewed its sponsorship of Virgin Media Television's 'Help Me Buy a Home' series, which aims to educate Irish homeowners about retrofit options and energy upgrades. Valerie Hand, BGE's retrofit specialist, will participate in the series to provide advice on maximizing energy efficiency. The series premieres on September 20th.

energy efficiency home improvement sponsorship

Portugal

A house that tells

Brand: Leroy Merlin

Campaign: Uma casa que conta

Source: https://www.imagensdemarca.pt/artigo/uma-casa-que-conta/

Goal: To democratize home improvement with quality at the best price

Claim: At Leroy Merlin, home is affordable

Media: television, radio, digital, Out Of Home, social media, stores

Summary: Leroy Merlin's latest campaign emphasizes its commitment to being a partner in making quality home improvements affordable. The campaign features a consistent narrative throughout the year and includes various media channels, promoting the dual concept of value and price.

advertising campaign home improvement

Portugal

Leroy Merlin’s Positioning for Affordable Homes

Brand: Leroy Merlin

Campaign: At Leroy Merlin, the house is affordable

Source: https://www.imagensdemarca.pt/artigo/o-posicionamento-da-leroy-merlin-para-que-a-casa-fique-em-conta/

Goal: To reinforce positioning as a partner for Portuguese homes

Claim: At Leroy Merlin, the house is affordable

Media: Multimedia channels

Summary: Leroy Merlin is strengthening its positioning as a partner in Portuguese homes through the multimedia campaign 'At Leroy Merlin, the house is affordable'. The campaign features various communication waves throughout the year, addressing different themes and moments, aiming to accompany customers in all phases of their projects.

customer partnership home improvement

Global

EXCLUSIVE: Behr Elevates Andy Lopez to CMO as It Paints a More Digital Future

Brand: Behr

Campaign: Color of the Year

Source: https://www.adweek.com/brand-marketing/exclusive-behr-elevates-andy-lopez-to-cmo-as-it-paints-a-more-digital-future/

Goal: To modernize the brand through digital transformation.

Media: TikTok, website

Summary: Behr has promoted Andy Lopez to CMO, focusing on digital transformation and innovation in tackling color paralysis for DIYers. His role includes integrating digital marketing and product strategy for a seamless customer experience, following previous efforts such as TikTok content and a World Cup collaboration with Home Depot.

digital transformation home improvement marketing innovation