Screwfix is celebrating the unstoppable drive of Britain’s tradespeople with a new multichannel campaign fronted by Sir Mo Farah, which aims to show nothing gets in the way of a great job.
“No Stopping You” is a new brand platform created in partnership with M&C Saatchi Group UK, and is the first work to launch since the Kingfisher-owned retailer appointed the agency following a four-way competitive pitch earlier this year.
The challenge was to build an enduring idea that reflected Screwfix’s purpose, united its marketing under one identity, and resonated with its core trade audience. The campaign needed to increase awareness and memorability of Screwfix as the first choice for tradespeople, reinforce the brand’s reputation for speed, value and convenience, and provide a framework for consistent communications across all customer touchpoints.
To develop the new platform, M&C Saatchi focused on Screwfix’s core services; its Screwfix Sprint delivers in as little as 20 minutes while Click & Collect is available in as little as one minute. The new campaign highlights how Screwfix removes friction from the customer experience, showing that the brand is committed to making it as fast and simple as possible for tradespeople to get what they need.
The new brand platform is also designed to reflect the ambitions of tradespeople, the convenience of Screwfix’s offer, and the commitment of its staff, underscoring the brand’s mission to help customers get the job done quickly, affordably and right first time.
The first activity, “The New Recruit”, sees Sir Mo join the Screwfix team. Humble, approachable and totally determined to help every “trade win”, he personifies the brand’s promise to move fast and go the extra mile. A refreshed visual identity supports the work, with new fonts, colour palette, photography and tone of voice.
The campaign will run until mid-November across TV, VOD and CTV, OOH, YouTube, social channels, including Meta, TikTok and Reddit, as well as radio, digital audio and owned digital platforms. Media planning and buying has been handled by Dentsu Media, PR is being managed by McCann Birmingham, and social is being overseen by Eight & Four.
Screwfix marketing director Jack Wallace said: “No Stopping You captures what Screwfix stands for – speed, convenience and support for tradespeople. We know that time off the job costs money, so our focus is always on making it easier and faster for customers to get what they need. Launching the platform with Sir Mo Farah brings these qualities to life in a distinctive and memorable way, while underlining our commitment to removing barriers so that nothing gets in the way of a great job.”
M&C Saatchi Group UK creative partner Guy Bradbury added: “We’re really proud to share our first work for Screwfix and bring to life such a brilliant brand. What better way to show that they’ll stop at nothing, so ‘trades’ never have to stop, than by featuring their newest recruit, Sir Mo Farah.
“We’re also thrilled to have developed a new look and feel – from fonts and colour to photography and tone of voice – giving Screwfix a fresh identity that will now run right across the business.”
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