Specialist home interest agency Cairn has been appointed to deliver Blum’s largest-ever UK through-the-line campaign, launching the new Merivobox drawer system.
Merivobox joins Blum’s effective Tandembox and inspirational Legrabox range as a modular, market-first which give manufacturers, cabinet makers and distributors greater flexibility and a competitive edge.
Cairn was tasked with developing the creative platform for the campaign, as well as managing production and roll out. The campaign will be activated across sector press, digital, social and tactical out-of-home sites in seven key regions.
Following an in-depth planning phase that mapped the needs, motivations and pain points of each core audience group, Cairn developed the “More than a Drawer” concept. The proposition champions the tangible business benefits the new Merivobox can deliver as part of a cohesive range, while reflecting Blum’s internationally renowned quality and service.
Krystyna Threlfall, Marketing Manager at Blum UK, said: “The Cairn team blew us away with their deep understanding of our audiences and creative thinking.
“The Merivobox brief was complex. We needed to hero a brand-new solution without diluting the strength of our existing portfolio. Cairn delivered ideas that not only fulfilled the brief but went beyond expectations. The result is a campaign we’re confident will set a benchmark for our future UK launches.”
Launched in September, the phased campaign initially targets manufacturers, cabinet makers and distributors, before expanding to other audiences. Key visuals incorporate CGI imagery, supporting both digital and out-of-home formats, with further activation planned throughout autumn.
Will English, co-founder and managing director at Cairn, added: “Working with Blum on their most ambitious UK campaign to date has been an incredible opportunity for our team. Merivobox is a game-changer in the industry, and this project has allowed us to push creative boundaries and develop a flexible concept that truly connects with the people who use it every day. We’re excited to bring this multi-channel campaign to life and can’t wait to see the results it will deliver.”
Cairn, headquartered in Sale, is an agency built for brands in the home interest and built environment sectors. It offers strategic brand planning alongside channel-spanning creative communications, including digital activation, PR, design, and web development. Clients include Kutchenhaus, Whirlpool and Franke.
