British high-street homewares and household goods chain, Wilko is backing BHETA’s National Home Improvement Month, now taking place this September, following its postponement from April owing to the Covid-19 pandemic. It is the second multiple to get on board with the consumer-facing promotion of all things DIY and garden, following in the footsteps of Homebase which confirmed its intention to support NHIM in June.
Wilko which now has over 400, mostly High Street stores in the UK will support BHETA with the month-long campaign, which aims to inspire and enable consumers who are looking to tackle home or garden projects or have fun with crafts and upcycling. National Home Improvement Month features the tagline ‘Love The Home You Live In’, and consumers can get involved by following #makeonechange and #loveyourhome.
Wilko’s listings include the following categories – home living, kitchen and dining, decorating and DIY, storage, garden and outdoor, cleaning and household and stationery and craft, and it positions itself as providing simple solutions to help families get their day to day lives sorted as quickly, easily and affordably as possible.
BHETA’s marketing manager, Steve Richardson said: “BHETA is delighted to welcome Wilko back into supporting National Home Improvement Month. Given the nation’s renewed enthusiasm for home and garden improvement over the summer, we were already expecting September to go very well. Now with Wilko taking the campaign to the High Street, and with listings spanning every category of interest to BHETA members, NHIM will be reaching out to even more consumers and helping them embrace DIY and gardening.
Will Jones, Chief Operating Officer of BHETA added: “This is great news for BHETA and great news for BHETA members, especially those who sponsor the NHIM campaign. With leading brand suppliers like QEP, Schneider Electric, Croydex, House of Mosaics, Nilfisk and Amtech (DK Tools) on board, we will be working together to engage with consumers and stimulate retail sales throughout the autumn.”
With four DIY themes being promoted, one in each of the four campaign weeks, the idea is to inspire at least one home improvement per consumer. National Home Improvement Month embraces all aspects of home and garden improvement from trends to techniques and from achievement to enjoyment.
Steve continued, “It’s about showing even more consumers that home and garden improvement is fun and fulfilling, given the right tools, products,
knowledge and advice; and helping suppliers and retailers sell even more DIY tools and consumables to an eager audience.
“NHIM includes online features and coverage in national and regional consumer media, plus a full suite of social media – Instagram / Twitter / Pinterest / Facebook. There is also a dedicated website of ideas and information, blogs and ‘how to’ videos.”
National Home Improvement Month is a BHETA initiative in a joint venture with The Relations Group which is a specialist broadcast PR company.
