Rural specialist Countrywide launched its first TV ad last week to run throughout November.
The retailer has crammed several messages into the 30 second ad – as well as showing off the range, it mentions home delivery and the company’s rewards card. The aim is to generate awareness and the method of communication is straightforward and uncomplicated.
The ad, created by Brilliant Media and produced by Sound and Picture House, features a family on a trip to a Countrywide store, showcasing the range through their visit. “It’s very straightforward,” says David Yates, planning director at marketing agency Kitcatt Nohr Digitas. “It does the job of raising awareness about the chain.”
However, he says that Countrywide may have benefited more from focusing on just one message.
Simon Goodall, director of strategy at Saatchi and Saatchi X, agrees. He says: “You need to have one simple idea and make it connect with people so they care about it.”
The ad, which will play on ITV in the Midlands region, is an effective first step into television advertising. Most of Countrywide’s marketing investment has so far been in local press and rural business magazines, and the move into TV signifies the retailer’s recent success and growing appeal to a wider range of consumers.
But while the ad succeeds in explaining the proposition clearly, it’s not quite as inspiring as it could be.
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