How Wren Kitchens Took Their Brand From the High Street to the Hearts of Specification Professionals

Wren's kitchens logo

Wren Kitchens is one of the UK's most recognisable kitchen brands. With over 35 years of family heritage, more than 140,000 kitchens designed, manufactured and delivered every year from its own UK factories, and a strong consumer-facing retail presence, Wren's name is well established on the high street.

Wren's Kitchens

The Challenge

Wren is a brand that is incredibly well known to the consumer.

Consumer recognition doesn't automatically translate to credibility in the contracts market. Wren's ambition to grow its presence among specifiers, developers, housebuilders, contractors and social housing providers required a different kind of conversation - one rooted in thought leadership and trade credibility rather than retail marketing. 

The challenge was straightforward but significant: how do you shift perception of a consumer-facing brand so that the professional specification community sees you as a serious trade partner?

The Approach

Our digital team recommended a thought leadership-led campaign on the elemental platform – specifically designed to reach specification professionals, developers, housebuilders and contract teams. Rather than leading with advertising alone, the campaign was built around content that would position Wren Contracts as a credible voice in the space.

Activity included sponsored content, a Q&A interview with elemental's Editor at Large Andrew Gaved, targeted advertising within the elemental newsletter reaching over 40,000 individuals, a solus email driving traffic to a dedicated landing page, and social media support across a community of more than 50,000 followers.

The combination of editorial credibility, targeted reach and direct email meant Wren wasn't just advertising to the specification community – they were joining the conversation.

The results were tens of thousands of page views for a targeted audience of specification professionals and contract teams.

“As the UK’s leading kitchen retailer and an emerging trusted supplier in the contracts sector, Wren Contracts is uniquely positioned to inspire innovative approaches in our industry. We aim to be thought leaders for the elemental community of specifiers, developers, housebuilders, and contractors. Lyrical Communications’ Installer and elemental brands provide great tools to share our insights, strengthen our reputation, and showcase our award-winning product range and groundbreaking services to the trade sector.”
Debra Hutt
Head of PR |  Wren Kitchens