DIY retailer Wickes is celebrating the pride that its customers can feel when they improve their homes through a major new campaign centred around a series of ads.

Created by London agency St Luke’s, ‘Feel proud as a peacock’ comprises three, 20-second films that show people browsing in a Wickes showroom, choosing designs, and visualising their new kitchens and the compliments they will receive from their friends and family

The campaign marks St Luke’s first work for the retailer since securing its account 12 months ago, and will run nationwide across TV, video-on-demand, in-store, radio, sponsorships and social media.

“Our campaign reflects the real sense of pride that Wickes’ customers feel after improving their homes,” said joint chief creative officer at St Luke’s, Richard Denney.

Subscribe to Marketing Beat for free

Sign up here to get the latest agency-related news sent straight to your inbox each morning

“Pride and peacocks go hand in hand, and research showed that even younger generations make that connection. We’re proud as a peacock to share this exciting new work and we look forward to developing this idea in future campaigns,” he said.

This latest creative will see Wickes shift its brand platform away from a focus on embarrassment, and instead showcase the feeling of pride and accomplishment that people can achieve through home improvements.

“When completing any kind of home improvement, you want to feel a sense of pride in the work and the results. With Wickes, this is guaranteed, and this feeling of pride forms the central idea of our new campaign. It is also a great opportunity to align our creative execution to our brand purpose, helping the nation feel house proud.

“Working with St Luke’s has brought fresh ideas and energy to our marketing, building on past work but with a more positive and distinctive focus.”