Fairway Furniture, the south west’s largest independent furniture retailer - with stores in Plymouth, Tavistock, Newton Abbot and St Austell - is celebrating 160 years of being in business this summer having originally opened its doors in 1856.

With such a long history, the company has plenty of experience at weathering uncertainty and economic turbulence, so with the current back-drop of economic uncertainty in post-BREXIT Britain - which will have implications for Fairway and many other businesses over the coming years - positive local success stories are a real boost and reassurance for the region.

It is challenging for independent businesses such as Fairway to compete with the much larger advertising budgets of their national furniture retail competitors, who are rarely off the TV or out of press and online advertising campaigns. It is therefore more important than ever to create campaigns which engage with consumers and which showcase the furniture, at the same time as being enjoyable and fun to watch.

The Fairway team developed the concept of using the Goldilocks and The Three Bears story to bring their furniture to life. In their modern day adaptation, which has been airing this week on ITV Westcountry (and is available to watch on the Fairway Furniture website) we see a young Goldilocks dancing through the house, trying out all the furniture; beds, sofas and chairs, to a modern interpretation of the classic ‘What a Feeling’ theme tune from Flash Dance – and with three animated dancing bears to boot!

Peter Harding, managing director of Fairway Furniture and sixth generation of the family to run the company, said: ’We knew we wanted to mark this milestone anniversary with a new TV campaign, after all it is not every day you can celebrate 160 years of being in business. We didn’t want to simply make an advert that would be lost among our competitors, but instead wanted to create something which made viewers smile.

We may have been in business for a long time but our product range includes a wide variety of contemporary and modern furniture as well as more classic ranges, so we really do have something for everyone. At Fairway, it is all about choice and this July, as we celebrate 160 years of trading, we have 25 per cent off everything, so there’s never been a better time to update your home.’