This is the first major piece of work for the company since it appointed Martin Troughton, former managing partner at agency STO Response, to the role of marketing director late last year.
The work uses the tagline 'More customers, most recommended' and has been devised jointly by agencies catchpole&friends and The Point.
Brand response TV adverts lead the campaign, supported by door drops, direct mail, press advertising and in-store marketing and signage. The company has also redesigned staff uniforms and rewritten call-centre scripts as part of the campaign. The work is expected to continue to run into next year.
"Historically, our business, along with the rest of the sector, has sold on price. We are relaunching ourselves as a much stronger brand," said Troughton. "The ads don't focus on our products, but are instead on areas that prompt customers to recommend us."
Television spots will run on a mixture of terrestrial and satellite channels, with press ads in home interest magazines as well as national newspapers. Media was bought through All Response Media.
Anglian was founded in Ipswich in 1969 and is now the largest home improvements company in the UK. It specialises in home improvement products such as windows, conservatories and kitchens, has a salesforce of more than 750 and an annual turnover in excess of £300m.
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