Hardware retailer Screwfix has unveiled its new ‘The Choice of Champions’ campaign, produced in partnership with marketing agencies Chime 360 and Wavemaker.
Spearheading the campaign is the release of a 30-second spot highlighting “the high level of skill and effort that goes into a typical day of work or project,” focusing on the trade community “champions”.
The new spot has aired on national television across various prime-time events including live Six Nations and FA Cup coverage and Channel 4’s Gogglebox.
The multimedia campaign will also be rolled out to streaming platforms, YouTube, physical out-of-home advertising and social media.
Underpinned by slogans the “No drain, no gain”, “Rise, rewire, rest, repeat,” Screwfix’s campaign will target digital billboards throughout London, Birmingham, Manchester and Liverpool, and is set to run through to 30 April.
In a departure from its core audience, the Yeovil-based retailer will also target the “tradespeople of the future”, with a prominent presence on live streaming platform Twitch.
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“Our customers are champions. We wanted to create a campaign that showed their skills and dedication by putting them front and centre”, Screwfix director or marketing, Jack Wallace said.
“We wanted to celebrate the critical role our customers play in making, fixing, maintaining and building by celebrating them for the super-tuned professionals that they really are.”
Wavemaker general manager, Louise Temperley added that new campaign “truly focuses on identifying who Screwfix’s customers are and where they are, in order to resonate with them in a meaningful way,”, calling it” a complete reflection of the brand’s approach to its customers, as well as the relationship it hopes to build with them now and in the future.”
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