Magnet Launches New Brand Campaign Filmed in Real Customer Kitchens

• Magnet brand campaign filmed entirely in real customer kitchens

• Multimillion-pound national rollout across TV, streaming, radio, and digital

• Focus on emotional journey behind kitchen design decisions

Kitchen specialist Magnet has rolled out a new multimillion-pound national advertising initiative, marking the next phase of its brand positioning with a campaign that deliberately breaks away from traditional kitchen advertising norms. The Magnet brand campaign, titled Closer, places real customers and real homes at the centre of the narrative, aiming to build a deeper emotional connection with consumers.

Unveiled as part of Magnet’s evolving “Better. By Design” platform, the campaign is rooted in extensive customer insight. According to the company, the creative direction reflects what homeowners value most when choosing a kitchen—not just aesthetics or price, but trust, expertise, and the emotional significance of the space itself.

Real Homes, Real Stories

At the heart of the Magnet brand campaign is a hero film that avoids the glossy, studio-built sets typically seen in the category. Instead, the advert was shot entirely in kitchens designed and installed by Magnet teams for real customers. The decision to film in lived-in spaces was a strategic one, intended to reinforce authenticity and credibility.

The film opens with a calm, reflective tone, gradually revealing warm, character-filled scenes that show kitchens as the backdrop to everyday life. From shared meals to quiet moments, the creative highlights how kitchens function as emotional hubs rather than just functional rooms.

Magnet collaborated with customers including Anna in York, whose kitchen was designed by Katy from Magnet’s York store, and Jamie in Hull, whose kitchen was created by George from the Beverley store. By showcasing real people in their own homes, the campaign underscores the brand’s promise of thoughtful design and personalised service.

Redefining the Kitchen Buying Journey

The company says the Magnet brand campaign is built on the insight that buying a kitchen is rarely a straightforward transaction. Instead, it is an emotional journey that begins long before a customer enters a showroom. From early inspiration and lifestyle considerations to trust in design expertise, the process is deeply personal.

Each story within the campaign celebrates three core pillars: the skill of Magnet’s designers, the quality of the finished kitchens, and the meaningful role kitchens play in daily life. This approach positions Magnet not simply as a kitchen supplier, but as a long-term partner in home transformation.

Leadership Commentary

Commenting on the launch, Scott Ward, Head of Marketing at Magnet, said the return to national television marks a significant milestone for the brand.

“Over the past two years, we’ve strengthened how Magnet shows up as a brand,” Ward said. “Returning to national TV is an important step. Closer puts our core strengths—service, quality, and design expertise—firmly at the centre. Filming in real customer kitchens created by our own teams is a powerful demonstration of what Magnet delivers every day.”

He added that the multi-platform media strategy is designed to build long-term brand momentum while clearly communicating what differentiates Magnet in a competitive market.

Nationwide Media Rollout

The Magnet brand campaign launches on 22 December and will run for six weeks. The media plan spans a wide range of platforms, ensuring high visibility across traditional and digital channels.

The campaign will appear on ITVX, Channel 4 On Demand, Sky, Netflix, Prime Video, and YouTube, alongside audio placements on Capital Radio and Absolute Radio. This broad distribution strategy reflects Magnet’s intent to reach audiences wherever they consume content, from prime-time television to on-demand streaming.

Why the Campaign Matters

Industry observers note that the Magnet brand campaign arrives at a time when consumers are seeking authenticity and reassurance, particularly for high-value home investments. By focusing on real kitchens and real experiences, Magnet positions itself as a brand grounded in everyday reality rather than aspiration alone.

As competition intensifies within the home improvement and kitchen design sector, campaigns that emphasise trust, emotional relevance, and proven expertise are increasingly resonating with homeowners. Magnet’s latest effort signals a clear shift toward storytelling that mirrors how people actually live and use their spaces.