lündon pad – how the mystery Scandi brand was revealed as Poundland

Agency: Arena PR

With a small PR budget, Arena PR built a campaign around the August 2020 launch of PEP&CO Home, Poundland’s first homeware brand. It was a pivotal point in Poundland’s transformation plans and Arena’s work to change quality perceptions of the retailer. Arena devised the concept of a mystery chic Scandi-style brand – lündon pad – with its own shop front in London and a dedicated website. On launch day, when lündon pad was revealed to be an anagram of Poundland, the response on social media and in the press was sensational. It was the most successful range launch in Poundland’s 30-year history.