Currys signs 'I'm a Celebrity' star for price-led ads

Currys has selected Linda Barker, the star of makeover programme Changing Rooms and contestant on reality show I'm A Celebrity ... Get Me Out Of Here! to be the face of its advertising, as it shifts to a price-led strategy.

The Dixons Stores Group-owned chain is the UK's largest electrical retailer, with 384 stores. It will unveil the multi-million-pound campaign on August 3.

The campaign sees it ditch its positioning as a service-oriented brand, as well as its strapline of the past two years, 'Currys, no worries', in favour of a price-led position based on the idea that the chain is 'Always cutting prices'. The strategy underlines the intensity of the price war in the electrical retail sector.

The campaign has been created by M&C Saatchi, and will include print executions and point-of-sale activity as well as heavyweight TV ads.

Currys managing director Nick Wilkinson said Barker's appearance in the ads would emphasise the company's "commitment to offering stylish and affordable electrical goods that are perfect for the modern home".

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