The astronomical appeal of underlay

The Flooring Show Review • October 21, 2024

Interfloor’s imaginative decision to boldy go where no underlay has gone before is the most unmissable marketing campaign of the year (or of the decade?)

The Tredaire astronauts promoting underlay that “feels like nothing on earth” has gone viral on social media as well as TV advertising and huge in-store promotion for retailers.


If you haven’t seen the short video yet, you should – visit:

www.thestocklists.com/tredaire-nauts


This high-profile campaign with uncompromising production standards is promoting the benefits of underlay in general in an engaging way which elevates the status and value of underlay with consumers (and maybe with retailers too).

“We are growing the market for underlay as a whole as well as promoting Tredaire,” says Gary McEwan, the new MD of Interfloor. “I am okay with that. We know underlay is a low-interest category and we want to make it more interesting, educate the consumers and drive more sales across the sector.”

The campaign has been driven by marketing director Lynn Bamber with her team. “We know the material has been widely seen and retailers have reported consumers coming into store asking about the underlay with the astronauts!


“We have all sorts of plans to evolve the campaign and develop the characters,” she says. “Meanwhile, we’re rolling out eye-catching point-of-sale material right now and the themed packaging for underlay rolls is about to start.” 


Next up, the Interfloor delivery fleet will be taking off with the astronaut branding to boldy go up the M1 and M6 to reach new frontiers in the underlay universe!

New lead for Interfloor


Gary McEwan has taken over as MD at Interfloor, following on from John Cooper who led the company with great style and success from 2015.


Gary has been with the company since 1996 when he joined as Personnel Director from BNFL. The HR route stood him in good stead for the MD role.


“Everyone says that the flooring business is a people business
and that’s been my professional life,” says Gary.


“It is people who make the difference in an organisation as much as any of the products and we have a great team here at Interfloor which makes me very positive about the future,” he said.

T 01706 213131 • www.interfloor.com

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