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UK: Poundland to launch first-ever national TV campaign

DIscount Retail Chain Poundland UK (owned by Pep&Co) will launch its first-ever national TV advertising campaign following a significant revamp of its 800-plus stores to bring new ranges to customers. The campaign will put the spotlight on the discount retailer’s top-to-bottom transformation after undergoing the biggest transformation on its 30-plus years’ history. With the theme “This is Your Land”, the ads feature actor and comedian Alan Devally and will showcase a mix of seasonal items and essentials over the initial two-month campaign. The ad can be viewed at

The commercials, allow Poundland to reach out to regular customers and those who may not have seen the huge changes, from store makeovers to new openings and extensive changes to ranges from groceries to stationery and entertainment to health and beauty. The scale of the transformation over the past two years has been dramatic. More than 400 Poundland stores now have PEP&CO shop-in-shops, offering clothing for all the family. All 800-plus stores feature contemporary PEP&CO homeware, while over a quarter of its stores now also offer chilled and frozen food. In addition to major new launches, across the store, every category has been revamped with new products that deliver amazing value on a much broader range of customer favourites. And today, it can be revealed that Poundland is behind the exciting new electronics brand Viido, which launched quietly with its own website last month with a collection of 60-plus high quality, sleek and stylish items, including three already approved by the Good Housekeeping Institute. Viido will cause a stir with a range including wireless earbuds for just £10 (US$ 10.4), fast-charging cables for £2.50 (US$3.4), ultra-slim keyboards for £12.00 (US$16.1) as well as headphones, smart watches, fitness trackers, and kids’ gadgets.

The website was updated to reveal that Viido would be the new electronics brand for Poundland in the UK and sister company Dealz in Ireland, Spain and Poland. Poundland managing director, Barry Williams, said: “It’s time to tell customers, old and new, that Poundland is changing and it’s time to come and take another look.”

“Our regular customers can already see the store makeovers, but we know there’s millions of people who need to be told what we’ve become. “But as much as we’re changing to bring new ranges to customers, our promise to deliver amazing value is still as strong today as it was thirty years ago. “And across the UK, our proud colleagues are ready to show customers new and old what we’ve now got in store.” Poundland’s investment in a TV campaign marks the next stage in its transformation programme which will see continued investment in new stores, refurbishment and relocations in support of UK retailing.

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