Kingfisher GoodHome Foundation
- Social Purpose
- Content Creation
- Engagement Strategy
Kingfisher is a major global player in the home improvements market, counting B&Q, Screwfix and Castorama among its brands. Their consumer offer is built around the concept of ‘Good Home’, with a brand promise ‘to make home improvements accessible to all’.
There was a concern that their brand promise lacked meaning beyond the transaction, and therefore lacked credibility. The initial suggestion of a charity partnership was not going to overcome this, with a limited role for stakeholders to get involved or gain a sense of belonging. We would have to go beyond traditional tactics to create real impact and value for the individuals involved, the business & wider society.
Following a review of Kingfisher’s master brand, their current programme of community engagement and key social and environmental issues we created their social purpose platform.
Good Homes Change Lives is designed to support all the consumer and trade brands in the group’s portfolio, setting a clear framework for how the social purpose is reflected across the whole organisation. Aligning this social purpose with their consumer brands reinforced their brand promise and built belief amongst internal and external audiences and communities.
The new social purpose platform, along with evidence of Kingfisher’s commitment, gave meaning and credibility to a slightly reframed brand promise of ‘giving everyone the chance of having a home to feel good about, whatever their circumstances’.
Part of the strategy included the creation of GoodHome Foundation across all territories to manage existing and new community engagement activity.