Sliding doors to gliding drawers. I was watching TV last night and during the ad break realised I needed a new kitchen…

One whose drawers slide back into place with more grace and poise than anyone at the Bolshoi. I want one from Wickes.

Wickes launched their ‘We put our name on it’ campaign a year ago. I’d been vaguely aware of it as it’s nicely filmed. But last night it all slotted into place (like I believe their wooden floors would). The ad even got me thinking about Wickes as a brand.

Not long ago it was a tradesman’s place that sold to the serious DIY-er. OK stuff for builders, but a bit rough and ready for interiors. Over the year their messaging has gradually convinced me that they produce high quality goods that are actually real and would be right for my house, that they’re trustworthy and confident about their products.

By showing quality and tradesmanship rather than gloss and discounting, their ads have completely recast the company in my mind.

A perfect demonstration of how sticking at it pays off.