Magnet releases new brand campaign filmed in real customer kitchens

Kitchen specialist Magnet has unveiled Closer, a new multimillion brand campaign and national advertising launch designed to strengthen emotional connection with consumers. The campaign marks the next evolution of Magnet’s 'Better. By Design' platform and is built on insight from customers themselves, reflecting what matters most when choosing a kitchen.

At the heart of the campaign is a new hero advert that takes a deliberately different approach to category norms. Rather than high-gloss, aspirational sets, the ad was filmed entirely in real customer kitchens, designed by Magnet’s own teams.

The creative is grounded in the fact that choosing a kitchen isn’t just a purchase decision – it’s an emotional journey that begins long before someone steps into a showroom. The company says the film opens in an 'understated, reflective tone before unfolding into scenes full of warmth, character and human connection'. Each story celebrates the expertise of Magnet’s designers, the beauty and quality of the finished kitchens, and the emotional role kitchens play at the centre of real lives.

Magnet worked with real customers, including Anna in York, whose kitchen was designed by Katy from Magnet’s York store, and Jamie in Hull, whose kitchen was designed by George from the Beverley store. Filming in real homes was a strategic choice, ensuring every frame feels believable and true to the brand’s promise.

Scott Ward, head of marketing at Magnet, said: “Over the past 2 years we’ve strengthened how Magnet shows up as a brand, and returning to national TV is an important milestone. Closer puts our core strengths of service, quality and design expertise, firmly at the centre. Filming in real customer kitchens created by our own teams is a powerful demonstration of what Magnet delivers every day. By reaching audiences across TV, streaming and digital, we’re building long-term momentum and reinforcing exactly what makes Magnet different in the market.”

The campaign launches on 22nd December (running for 6 weeks) with a comprehensive media plan spanning ITVX, Channel 4 On Demand, Sky, Netflix, Prime Video, YouTube, alongside Capital and Absolute Radio.