Powersheds Launches New Advertising Campaign with Propaganda on Channel 4 and UKTV

Leeds-based Propaganda has launched an exciting new advertising campaign for Powersheds, a company known for its outdoor living products. This campaign is making waves as it will be featured on Channel 4 and UKTV, marking a significant step in Powersheds' growth and visibility in the market.

New Campaign Overview

The heart of this campaign is a 30-second television advertisement that will air on Channel 4, along with video-on-demand placements running until the end of May 2024. As part of this initiative, Powersheds will also sponsor UKTV's 'Powerful Entertainment' strand for six months, bringing their brand message of 'Powerfully Simple' to a wider audience.

This sponsorship is particularly strategic, as it aligns Powersheds with engaging content that resonates with viewers interested in home improvement and outdoor living. The 'Powerful Entertainment' strand includes popular shows like DIY SOS, My Dream Home, and Designing the Hebrides, all of which inspire viewers to enhance their living spaces.

Why This Matters

The collaboration between Propaganda and Powersheds is significant not only for the brands involved but also for viewers who enjoy creating beautiful outdoor spaces. By associating with shows that focus on home improvement, Powersheds aims to connect with audiences who are looking for inspiration and practical ideas.

Craig Harrold, Managing Director at Propaganda, shared insights on the evolution of the Powersheds brand:

“Over the past few years, we’ve worked closely with Powersheds, creating the ‘Powerfully Simple’ proposition to reflect both their ambition and the evolving needs of modern outdoor living.”

Details of the Sponsorship

The sponsorship deal was brokered by Channel 4 Sales, the advertising sales representative for UKTV. The advertisements will be featured across various channels within the U network, including U&Dave, U&W, U&Alibi, and U&Drama, as well as on U's streaming platforms. This broad reach is designed to ensure that the brand's message reaches the right audience.

Strategic Partnerships

Media planning and buying for this campaign were managed by Republic of Media, which has a strong track record of securing placements that maximise brand visibility. The creative development of the adverts was handled by Propaganda, while production was carried out by Tungsten Media.

Jack Sutcliffe, CEO of Powersheds, expressed enthusiasm about the partnership:

“Propaganda has been instrumental in helping us evolve the Powersheds brand, bringing clarity, creativity, and strong strategic direction to our growth.”

Impact on Viewers

This campaign not only aims to boost the Powersheds brand but also seeks to inspire viewers. With a focus on aspirational living, the programming featured in the 'Powerful Entertainment' strand provides practical tips and creative ideas for home improvement. This content is designed to engage audiences who are interested in transforming their living spaces, making it a perfect fit for the Powersheds brand.

Emma Hopkins, Partner Lab Leader at Channel 4, commented on the collaboration:

“This partnership marks an exciting collaboration with Powersheds for the Powerful Entertainment strand. Developed in line with their brief, this bespoke package will deliver strong visibility throughout the sponsorship term.”

Future Aspirations

Leigh Herbert, Managing Director at Republic of Media, added,

“This is a great next step in our partnership with Powersheds. Following a successful first year in TV, this bespoke sponsorship allows us to build on that momentum and continue growing their brand presence across the UK at scale.”

This ambition aligns with Powersheds' goal to become the UK’s number one shed retailer.

The campaign is set to run until the end of May, providing ample opportunity for viewers to engage with the brand and its offerings. As Powersheds continues to grow, this campaign represents a key moment in the company's journey, showcasing how effective partnerships and strategic advertising can lead to greater visibility and connection with customers.