Interfloor has launched a major consumer marketing campaign highlighting the importance of underlay.
The TV, radio, and digital advertising campaign centres on its Tredaire brand and a commitment to redefine the standards of comfort and luxury underfoot. Consumers are beckoned to explore the world of Tredaire, where quality underlay is not just a necessity, but a transformative experience. From the very first step, Tredaire promises to deliver a sensation like nothing on earth, elevating comfort to new heights and revolutionising the way we perceive underfoot support.
‘Why the focus on underlay? Because it holds the power to transform. A superior underlay, such as Tredaire, can significantly enhance carpet feel and lifespan, as well as improve acoustic and thermal insulation. Despite its pivotal role, underlay often remains overlooked in interior design. Our campaign seeks to change this narrative, empowering consumers to make informed choices that enhance their homes in the long run,’ says Lynn Bamber, Interfloor marketing director.
This campaign marks a pivotal moment in the flooring industry: initiating a sustained push to maintain product visibility and consumer interest. It promises to drive consumer traffic to retail partners via a new dedicated consumer website, supported by electrifying POS materials. It’s a strategic move to elevate the entire flooring industry. By boldly going where no underlay brand has gone before, Tredaire is not only addressing the evolving needs of consumers but also supporting our valued retail partners in capitalising on increased consumer demand and engagement.’
