The UK’s leading flooring retailer Tapi is launching its largest ever brand advertising campaign, building on a decade spent establishing itself as the flooring people customers can trust.
The campaign follows a period of rapid expansion for the business, including the acquisition of the Carpetright brand in 2024 and continued growth across Tapi’s network of more than 220 stores and over 230 mobile showrooms, including 19 new concessions in John Lewis stores. Over the past eleven years the business has built that reputation through a service-led retail model that combines specialist store advice with in-home consultations, measurements and fitting support.
The bold new campaign, a first for the brand and industry, came from lowering the camera to floor level. Using talking shoes, slippers and socks as the voices of customers, the creative reflects the everyday moments that unfold in homes across the country across Tapi’s nationwide network, showing how trust is built through service rather than promotional messaging.
The storytelling was inspired by Trustpilot reviews shared by customers describing their experiences with Tapi’s teams, from in store to the in-home consultation service. What the team realised was that, customers had already written the campaign through their feedback. These real experiences shaped the words spoken by each animated character with their own regional voices and personalities, allowing the films to capture the humour and familiarity of everyday British households.
Following a competitive pitch, the campaign was created by YOU Agency and directed by Florence Poppy Deary of Biscuit Filmworks, with animation and visual effects by Untold Studios.
Jeevan Karir, CEO at Tapi, says “Trust isn’t something you decide to communicate overnight. It’s earned over years through consistent service transforming customers’ homes. We are the flooring people you can trust and that is everything to us. When we looked back over reviews, customers had already articulated what makes Tapi different, so the campaign became about amplifying those voices – customers telling customers. What makes this moment so significant is that it marks a shift from being a challenger brand, to market leadership. The campaign translates operational trust into emotional visibility, allowing even more people to see what our customers have experienced for years.”
Gary Grant, Managing Director of YOU Agency, adds: “We realised this was the perfect moment in Tapi’s journey to step forward with something bigger and more confident. The brand has grown from challenger to category leader, and that shift created space to do work that feels bold, playful and proudly national in scale. The ambition was to create something genuinely engaging. The result is a campaign that captures attention, builds emotional connection and reflects a brand comfortable enough in its success to tell its story with personality and imagination.”
Florence Poppy Deary of Biscuit Filmworks is similarly excited: “I have always been passionate about turning inanimate objects into sentient beings. Shoes are particularly fun because they are natural double acts. Sometimes they love each other, sometimes they hate each other, but they almost always love the floor. Tapi and the team were incredible. But I will never look at my socks the same way again.”
The campaign forms part of a broader strategy to strengthen unprompted brand awareness nationwide as Tapi continues to expand its presence and market share. Since launching in 2015, Tapi has grown rapidly to become the UK’s most trusted flooring retailer.
Launching nationwide at the end of March across TV, streaming platforms and digital channels with a coveted Saturday night broadcast prime spot on 28th March, the campaign represents Tapi’s largest dedicated brand marketing investment to date and marks a significant step in translating years of customer trust into wider national awareness.
