Glass Times editor, Luke Wood, attends the launch of Gerda Doors new TV advertising campaign, which has been designed to build brand awareness with homeowners and drive enquiries straight to retail partner showrooms.

In an era dominated by hyper-targeted social media campaigns and endless digital noise, Gerda Doors is taking a deliberately different route. This spring, the brand will launch a high-profile TV advertising campaign.
Why invest in television when digital platforms promise laser-focused targeting and measurable results? For Gerda, the answer lies in the enduring power of TV as a medium.

Research consistently shows that television remains the most trusted form of advertising, with around 87% of people watching ads on TV. That level of trust far exceeds what is typically associated with social media, where consumers have become increasingly sceptical of paid promotions and algorithm-driven messaging. For a product category like entrance doors, where purchases are infrequent, high-value and often emotionally driven, that trust is invaluable.
Gerda’s campaign leans heavily into this strength.

Built around the concept of the door as the heart of the home, the advert aims to tap into the emotional significance of an entrance door: security, warmth, style and the first impression of a property. It’s a narrative that lends itself naturally to television, where storytelling can unfold in a way that static posts and short-form videos often struggle to replicate.

But while brand-building sits at the core of the campaign, every element is geared towards a clear commercial objective: driving consumers to Gerda’s retail partners and, more importantly, into their showrooms.

This emphasis on physical interaction is central to Gerda’s proposition. Offering a significant uplift in performance compared to composites they are guaranteed not to warp or bow. Engineered from steel and aluminium, with a thermally efficient foam core, Gerda doors are designed to be experienced. Crucially, they are available at a price point that is only marginally more than a premium composite product.

As Danny Williams, managing director of Pioneer Trading and the driving force behind Gerda in the UK, puts it: “It’s very important for us that partners have a showroom, so that consumers can see and touch the door and it’s the perfect opportunity to realise the difference in quality from a composite. But also, who in their right mind would spend thousands on a door without physically seeing it first?”

That philosophy has shaped Gerda’s UK rollout from the outset. Since its introduction to the British market at the 2023 Fit Show, the brand has steadily built a network of around 100 approved installers. Entry into that network is not automatic; partners must meet strict criteria, including the presence of a showroom environment.

It’s in that setting that Gerda’s differentiators truly come to life including the distinctive closing sound that has inspired the brand’s now-familiar tagline: “Love the Thunk.”

Viewers who respond to the TV advert will be directed to a dedicated landing page, linked to the company’s online configurator and learn more about the product range. Importantly, they will also be asked how they heard about the brand, allowing Gerda to track the effectiveness of the campaign and build a clearer picture of its lead sources.
From there, enquiries are channelled through to the installer network.

In choosing where to place its TV advertising, Gerda has also been highly selective. The initial campaign will run on GB News, a channel that, according to Danny, offers a loyal and highly engaged audience. More than one million viewers now tune in, many for extended periods, and notably, around 55% fall into the ABC1 demographic, a group closely aligned with Gerda’s target market.

“It’s about reaching the right audience in the right environment,” Danny explains. “These are homeowners who are more likely to be investing in their properties, and who value quality and performance.”

The decision also reflects a pragmatic view of cost. While TV advertising has historically been seen as prohibitively expensive for many in the sector, Danny reveals that rates are now more accessible. He adds that feedback from other advertisers has also been encouraging.

“If it works, then we’ll carry on doing it,” he says.
Of course, TV does not operate in isolation. Gerda is supporting the campaign with a suite of marketing assets for its installer partners.

“We want to be leading from the front with a multi-channel approach, but we do expect our installation partners to do their bit,” Williams adds. “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.”

Ultimately, by investing in brand awareness and trust, Gerda is laying the groundwork for sustained growth – ensuring that when homeowners begin their search for a new entrance door, Gerda is already front of mind.