Leroy Merlin

Campaign Diaries

Spain

Leroy Merlin turns to AI to recover talent

Campaign: CLARA – AI Talent Recovery

Source: https://ipmark.com/leroy-merlin-recurre-a-la-ia-para-recuperar-talento/

Goal: To maintain ongoing relationships with candidates and facilitate their incorporation into future job opportunities.

Claim: AI does not replace human judgment but enhances it.

Summary: Leroy Merlin has launched CLARA, an AI voice agent that connects professional profiles with job vacancies, reactivating over 2,000 applications since its pilot in June 2026. Approximately 50% of these candidates showed interest in new job offers, with 293 entering selection processes. The initiative aims to maintain contact with past candidates and encourages recurring opportunities without replacing human intervention, aligning with Leroy Merlin's Human First philosophy.

Campaign Diaries

No Brand Diaries found.

Portugal

Leroy Merlin gives a second chance to over 30,000 ‘Almost Perfect’ products

Brand: Leroy Merlin

Campaign: Quase Perfeitos

Source: https://www.imagensdemarca.pt/artigo/leroy-merlin-da-uma-segunda-oportunidade-a-mais-de-30-mil-produtos-quase-perfeitos/

Goal: Promote sustainable consumption and reduce waste

Claim: Functional products at a fraction of the price

Summary: Leroy Merlin is introducing the 'Quase Perfeitos' initiative, which focuses on selling slightly imperfect but fully functional products at discounts of up to 70%. The campaign aims to extend the life of these products and make them more accessible, while reducing waste. The initiative has already helped sell over 30,000 items and aims to establish exclusive spaces for these products in all major stores by the end of 2026.

Campaign Diaries

No Brand Diaries found.

consumer awareness discount products recycling sustainability

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.

Campaign Diaries

No Brand Diaries found.

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.

Campaign Diaries

No Brand Diaries found.

customer partnership home improvement