Propaganda Brand Consultancy has delivered a major broadcast advert for outdoor living brand Powersheds, spanning Channel 4 and UKTV, as the brand accelerates into a new phase of growth.
A 30-second TV spot will run on Channel 4, supported by video-on-demand placement until the end of May. Alongside this, Powersheds will enter a six month sponsorship of UKTV’s ‘Powerful Entertainment’ strand, mirroring the brand’s proposition: ‘Powerfully Simple’. Brokered by Channel 4 Sales, the advertising sales representative for UKTV, this sponsorship will run across the U network including U&Dave, U&W, U&Alibi and U&Drama, as well as U’s streaming platforms.
Created specifically for Powersheds, the ‘Powerful Entertainment’ strand features a curated mix of high-impact programming across lifestyle and home, as well as drama and comedy, with a strong emphasis on homes and aspirational living. Shows within the strand, including DIY SOS, My Dream Home and Designing the Hebrides, provide a natural contextual fit for Powersheds, aligning the brand with audiences seeking inspiration, creativity and transformation in their living spaces. Media planning and buying was secured by Republic of Media, while the adverts were developed by Propaganda with production by Tungsten Media.
Craig Harrold, Managing Director at Propaganda, said: “Over the past few years, we’ve worked closely with Powersheds, creating the ‘Powerfully Simple’ proposition to reflect both their ambition and the evolving needs of modern outdoor living. This campaign and new sponsorship marks a significant step forward for Powersheds in scale, and in how they show up culturally. ‘Powerful Entertainment’ is a natural fit for Powersheds, placing them alongside content that inspires creativity, home improvement and personal expression, all of which sit at the heart of the brand. We’re thrilled to have worked with Channel 4 and with Republic of Media who’ve secured the right placement for this creative, ensuring that it’s seen by the right audiences.”
Jack Sutcliffe, CEO of Powersheds said, “Propaganda has been instrumental in helping us evolve the Powersheds brand, bringing clarity, creativity and strong strategic direction to our growth. This new campaign across Channel 4 and the U network is a significant milestone for us, scaling our brand visibility and deepening engagement with UK audiences through high-quality, contextually relevant content. We’re excited about the impact this will have as we continue to build momentum.”
Emma Hopkins, Partner Lab Leader at Channel 4 said, “This partnership marks an exciting collaboration with Powersheds for the Powerful Entertainment strand. Developed in line with their brief, this bespoke package will deliver strong visibility throughout the sponsorship term, leveraging UKTV’s broad and highly engaged audiences to build awareness and strengthen brand consideration.”
Leigh Herbert, Managing Director at Republic of Media said, “This is a great next step in our partnership with Powersheds. Following a successful first year in TV, this bespoke sponsorship, created specifically for the brand, allows us to build on that momentum and continue growing their brand presence across the UK at scale. It’s a move that aligns perfectly with their ambition to become the UK’s number one shed retailer, placing them alongside high-quality, relevant content consumed by high-value audiences.”