ABOUT

The Challenge:

Tredaire, a premium carpet underlay brand, faced increased competition from domestic manufacturers and cheap imports. Their position as market leader was under attack with the category in decline, the demise of retailer Carpetright leaving a revenue void.
Underlay is a crucial factor in that ‘new carpet feeling', yet comprehensive research revealed that 80% of consumers couldn't name an underlay brand, and 48% didn't know they needed it. With long purchase cycles and low engagement, the category lacked consideration and emotional appeal.

To defend their position and pricing, our strategy was to reposition underlay as an essential component of home comfort, transforming it into an aspirational choice.
We needed to create a singular, memorable message that could reflect the superior experience that Tredaire provides. A consumer-centric campaign to cut through customer apathy, engage emotionally, and create a lasting impression.

The goal was to shift perceptions and build long-term brand saliency, making Tredaire the first brand people thought of when considering flooring upgrades. Raising brand awareness was therefore our primary target.

Concept- The Big Idea

Overcoming the challenge of a low-engagement category required a bold, playful approach.

Enter the Tredaire-nauts!

A singular, uncluttered creative platform that focused on the feeling that premium quality underlay can deliver. 'Feels like nothing on earth’ became the foundation of a campaign that transported consumers into a world of intergalactic explorers on a mission to bring luxury and comfort to homes across the UK—and beyond.

The idea was designed to be versatile, working across multiple platforms and engaging audiences through a mix of visual storytelling and relatability. The Tredaire-nauts concept allowed us to create a campaign that was both visually striking and conceptually simple, ensuring maximum recall and engagement.

Television was a strategic priority, chosen for it’s ability to build credibility and trust and make the brand feel established and premium. It also allowed us to execute high quality, memorable storytelling to inspire and captivate the audience. The campaign was executed with 3x cinematic 30” TV and VOD spots created in collaboration with Flipbook Studios. These ran in 2x 3-month bursts to maintain brand presence and ensure repeated exposure to key audiences.

The soundtrack, T-Rex – Cosmic Dancer, reinforced the emotive hook of the campaign, adding a nostalgic and atmospheric feel to the creative.

Channel Delivery
A partnership with Channel 4/4OD allowed us to place ads in premium property and lifestyle programming, ensuring our message reached consumers actively thinking about home improvement. Digital was also a crucial component of our strategy. Targeted programmatic ads and social campaigns ensured precise audience targeting, delivering high engagement rates. To complement our visual strategy, we deployed national radio ads that used themed voiceovers and space-inspired sound design to reinforce the campaign narrative.

A strong retailer presence was essential to convert awareness into sales. In-store activations transformed the shopping experience, using branded displays and POS materials that aligned with the Tredaire-nauts creative theme and reminded consumers of underlay's importance in their overall flooring budget.

Results

The campaign delivered a 2x increase in brand awareness, with recognition among first-time homeowners rising from 9% to 18% post-campaign. Consideration also saw a 129% increase, with 39% of ad-recognising consumers more likely to choose Tredaire, compared to only 17% without ad exposure.

Tredaire saw over £750K in new business sales of Tredaire branded products, driven by the campaign, with retail sales having grown 9.5% against a market that is down year on year.

The campaign delivered 89 million impressions across TV, digital, and social channels, driving 56,000 direct visits to the Tredaire landing page. This level of engagement not only reinforced brand awareness but also indicated strong consumer interest in learning more about Tredaire’s products.


The Tredaire-nauts campaign set a new creative benchmark in flooring advertising, proving that even a traditionally functional product could be marketed with emotion and storytelling. The campaign successfully reinforced Tredaire’s long-term value in the market.