This week’s lead story focuses on the launch of Gerda Doors’ new TV advertising campaign, which is scheduled to debut this spring on GB News.
You can watch the advert here.
At a time when most brands are doubling down on social media and digital marketing, Gerda has invested in a medium that, many would argue, never really lost its power in the first place.
Because while digital marketing may offer precision, television still delivers something arguably more valuable: trust.
For a product like an entrance door – high value, infrequently purchased, and often driven by emotion as much as specification – that matters. A lot.
The thinking behind Gerda’s campaign is simple enough. Put the door back where it belongs: at the heart of the home. It’s a message built around security, warmth, design and first impressions – all things that resonate far more effectively through storytelling than a scrolling social feed ever could.
But this isn’t just a branding exercise. There’s a very clear commercial objective running through it: drive homeowners into showrooms.
Gerda’s original proposition when it was introduced to the UK at the 2023 FIT Show, was built around enhanced performance. These are doors that absolutely will not warp or bow. They are also highly secure and energy efficient.
More recently, Gerda has been focusing on the ‘experience’. Gerda Doors are designed to be seen, touched and, perhaps most importantly, heard – hence the now familiar “Love the Thunk” tagline.
As Danny Williams of Pioneer Trading puts it, most homeowners aren’t going to spend thousands on a door they haven’t physically experienced first. It’s a fair point.
And it’s why Gerda has been so deliberate in building its installer network, which now sits at around 100 partners – all with showroom capabilities. The TV campaign is simply the next step: create awareness at scale, then funnel that interest directly to those retail spaces.
The campaign will initially run on GB News, targeting a relatively affluent, engaged audience that aligns closely with Gerda’s core demographic. In other words, it’s not just about reaching people, it’s about reaching the right people.
Of course, TV alone won’t do all the heavy lifting. Gerda is backing the campaign with a broader, multi-channel push, and – crucially – expects its installer partners to play their part locally.
The plan is to build brand awareness, establish trust, and ensure that when a homeowner does enter the market, Gerda is already on the shortlist.
Lights, camera, action for Gerda
This week’s lead story focuses on the launch of Gerda Doors’ new TV advertising campaign, which is scheduled to debut this spring on GB News.
You can watch the advert here.
At a time when most brands are doubling down on social media and digital marketing, Gerda has invested in a medium that, many would argue, never really lost its power in the first place.
Because while digital marketing may offer precision, television still delivers something arguably more valuable: trust.
For a product like an entrance door – high value, infrequently purchased, and often driven by emotion as much as specification – that matters. A lot.
The thinking behind Gerda’s campaign is simple enough. Put the door back where it belongs: at the heart of the home. It’s a message built around security, warmth, design and first impressions – all things that resonate far more effectively through storytelling than a scrolling social feed ever could.
But this isn’t just a branding exercise. There’s a very clear commercial objective running through it: drive homeowners into showrooms.
Gerda’s original proposition when it was introduced to the UK at the 2023 FIT Show, was built around enhanced performance. These are doors that absolutely will not warp or bow. They are also highly secure and energy efficient.
More recently, Gerda has been focusing on the ‘experience’. Gerda Doors are designed to be seen, touched and, perhaps most importantly, heard – hence the now familiar “Love the Thunk” tagline.
As Danny Williams of Pioneer Trading puts it, most homeowners aren’t going to spend thousands on a door they haven’t physically experienced first. It’s a fair point.
And it’s why Gerda has been so deliberate in building its installer network, which now sits at around 100 partners – all with showroom capabilities. The TV campaign is simply the next step: create awareness at scale, then funnel that interest directly to those retail spaces.
The campaign will initially run on GB News, targeting a relatively affluent, engaged audience that aligns closely with Gerda’s core demographic. In other words, it’s not just about reaching people, it’s about reaching the right people.
Of course, TV alone won’t do all the heavy lifting. Gerda is backing the campaign with a broader, multi-channel push, and – crucially – expects its installer partners to play their part locally.
The plan is to build brand awareness, establish trust, and ensure that when a homeowner does enter the market, Gerda is already on the shortlist.
Luke Wood
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