The first campaign created by The Behaviours Agency since winning the £12m advertising account for HomeForm Group in May has been released, to promote a range of 30 German-made kitchens.

The campaign for Kitchens Direct will run across TV, press and online advertising, featuring the company’s new brand identity, which will aim to target a new, younger audience and includes the strapline ‘My Kitchen, My Choice, My Price.’

The TV advert will air across ITV, Channel 4 and Channel 5, featuring women sharing their ideas with their Kitchen Direct designer, and watching them come-to-life.

Sue Benson, managing director of The Behaviours Agency, commented: “Research showed that one of the biggest motivators for consumers is the new Kitchens Direct unlimited choice positioning – there are literally thousands of combinations to select from once you incorporate door styles, worktops, handles, appliances and gadgets.

“The ‘My’ campaign resonates with the audience perfectly as it captures the spirit of individuality and personalisation that women are looking for and, with the guiding hand of a Kitchens Direct designer, they really can get a kitchen that’s – My Kitchen, My Choice, My Price.”

A new 2011 brochure, national press adverts, home interest press adverts and online advertising has also be created by the agency.