Leroy Merlin: LEROY MERLIN 15 years
15 Ways to Say It, One Brand to Trust

FMCG

SCOPE

Leroy Merlin celebrated its 15th anniversary in Cyprus, aiming to create a campaign that felt festive, local, and community-driven. Beyond just highlighting discounts and benefits, the goal was to show Leroy Merlin as a household name, one that has been part of Cypriot homes for 15 years. Summercliff was tasked with designing a playful in-store activation that combined humor, offers, and customer engagement.

STRATEGY

The idea was to use a lighthearted interview format inside the store, showcasing how different people pronounce “Leroy Merlin” in their own way. This playful hook tied directly into the anniversary campaign line: “However you say it, for 15 years Leroy Merlin has made everything for the home easy.” At the same time, the content spotlighted the anniversary offers, competitions, and Club benefits.

IMPLEMENTATION

A store interview video was filmed, featuring employees and customers pronouncing “Leroy Merlin” in different funny variations.
The content naturally transitioned into showcasing:
- Up to -40% discounts on over 300 products.
- A personal touch with the purchase of a new barbecue at -30%.
- Lucky checkout giveaways every Saturday.
- Exclusive Club benefits: -15% on installation services (air conditioning & garden) and automatic entries into the big Club competition with 15 prizes.
The tone was festive, local, and celebratory, reinforcing Leroy Merlin’s strong community connection.

RESULTS

High Engagement – The humorous “how do you say it?” format resonated with audiences, creating conversation and shares.
Clear Value Messaging – Offers, discounts, and Club perks were communicated in a lively and memorable way.
Community Connection – By featuring real employees and customers, the campaign emphasized Leroy Merlin’s closeness to everyday Cypriot life.
Traffic Driver – Encouraged visits to the stores during the anniversary campaign period, boosting both sales and brand visibility.

By blending humor, celebration, and real in-store voices, Leroy Merlin’s 15 Years campaign reminded audiences that no matter how you say it, Leroy Merlin has always been the trusted partner for home solutions.

More case studies

Ortis ORTIS x Maria Porfyriou

Leroy Merlin LEROY MERLIN & Despoina Demetriou

WEEE Cyprus WEEE x Joydietcy

WEEE Cyprus WEEE x Fani Papamichael

Back to Case Studies

Leroy Merlin: LEROY MERLIN 15 years 15 Ways to Say It, One Brand to Trust

More case studies

Leroy Merlin: LEROY MERLIN 15 years
15 Ways to Say It, One Brand to Trust