Toolstation eyes brand rebuild with Krow appointment

Helping-Hand-1274x524Toolstation, the Travis Perkins-owned supplier of tools, accessories and building supplies to the trade and DIY lovers, has appointed Mission Group agency Krow to devise a new brand positioning and communications strategy following a four-way pitch.

The retailer, which competes against the likes of B&Q owned Screwfix and independent Machine Mart, has more than 400 branches nationwide as well as an online shop.

Its most recent campaign, devised by Bristol agency Happy Hour, created a literal, helping hand, designed to represent its support for the trade and its ability to ensure they have everything they need from Toolstation to get the job done. It is understood that MediaCom handles media for the brand.

However, the retailer called in Krow to pitch after seeing its work for DFS, which was produced in partnership with Aardman Animations. Krow will now review the brand’s current positioning “Your Best Mate for the Job”.

Toolstation marketing director John Meaden said: “We were impressed with the fun, energy and delivery that Krow brings to the DFS campaigns. We liked the approach and are excited to see how they can apply the same qualities to our brand positioning.”

Krow, co-founded by former IMP chief John Quarrey, swallowed up Big Dog last year as part of a Mission Group restructure. The combined agency also counts Ferrero, Sky Vegas, Fiat, Barclays, Aviva, Pret, Mazda and Vax n its client list.

Quarrey said: “This is a brand which genuinely makes a positive difference to people’s lives up and down the country. We will be bringing to life a positioning which illustrates just that; reinvigorating the brand and ensuring it remains modern and relevant within a changing retail landscape.”

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