After several weeks of ‘teasing’, Pioneer Trading Company has premiered the launch of its Gerda steel and aluminium residential door TV commercial to the trade, in readiness for nationwide broadcast this spring. This investment is designed to drive greater brand awareness for its installer network, seeding the Gerda name to homeowners who are researching a more premium front door solution.
The decision to invest in a TV commercial comes after three years of building the Gerda brand since it was first launched at FIT Show 2023. Manufactured in Poland, the door has filled a vital niche in the market, offering a superior engineered structure and high performance at a more affordable price than comparable premium doors. The commercial focuses on the emotional connection a family has to the front door, centring around the Gerda ‘Thunk’ that has become synonymous with the brand.
“We launched the ‘Love the Thunk’ concept last year, and the strapline has become uniquely affiliated with the Gerda brand in search engines and AI searches. We now want to capitalise on that progress,” said Pioneer managing director Danny Williams. “We have opted at this stage for GB News, which boasts a loyal, highly engaged and relatively affluent audience, 55% of which belong to the ABC1 demographic. Not only do viewers number more than one million these days, but many of them watch for longer periods of time.”
As well as the commercial, Gerda will be providing its installer network with a number of marketing support assets, such as social media posts, template ad campaigns, showroom materials and email campaigns.
“We want to be leading from the front with a multi channel approach, but we do expect our installation partners to do their bit,” added Danny. “It has taken us three years to build a network of nearly 100 trusted partners, and we want to triple that in the next two to three years, so it is important to keep the pressure on the marketing and to keep getting the message out there. While awareness of the Gerda brand is our responsibility, rolling it out to homeowners across the UK is a joint effort.”
The commercial features the comings and goings of a family for whom the front door is symbolic of the sense of security and warmth. With every open and close, the Gerda ‘Thunk’ punctuates the day with the reassurance that all is well.
