Habitat unveils Voyeur campaign from Portas, expands Mini stores in Sainsbury's

By

Sandra Halliday

Published
Apr 10, 2017

UK homewares and furniture retailer Habitat has launched a new ad campaign focusing on the visual appeal of its furniture as the company continues its comeback with further expansion in Sainsbury’s stores.

The new campaign revisits its Habitat Voyeur concept and was created by its new agency Portas, which has also been tasked with making the Sainsbury’s Tu clothing label into a destination fashion brand.

The ad features a man looking into an apartment window across from his own flat as a young woman gets dressed (with the subject being tastefully handled). The idea is that people cannot stop themselves from looking into other people’s homes and the attention of the ‘voyeur’ is fully focused on the modernist tan Lyle sofa. The strapline is ‘You can’t help but look’.

The brand’s Voyeur concept initially aired in 2015 and was the first-ever TV campaign for Habitat. This latest campaign, which airs for a month, comes as the retailer enters a new expansion phase following its acquisition by Sainsbury’s last year.

After being an interiors influencer in the 20th century, Habitat struggled in the 21st century and failed dot connect with a new young consumer, being seen by many as over-priced. The company went into administration earlier this decade and was acquired by Home Retail Group (HRG), with most of its stores being closed.

It was then acquired by Sainsbury’s as part of the £1.4bn deal that saw the supermarkets giant buying HRG’s Argos brand. Sainsbury’s has since begun opening Mini Habitat locations inside its biggest stores as it also opens new Argos stores and collection points. It will open five new Mini Habitats this year.