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Wickes puts its name to major new tv campaign

13 Feb 2009
Wickes, the UK’s leading home improvement retailer, is launching its first national TV advertising campaign in almost 10 years, and will be investing over £15m in advertising in 2009.

The national TV campaign, which breaks on Sunday 21st December, aims to encourage brand loyalty amongst its key audience and increase brand awareness.

The executions, voiced by Harry Potter actor Timothy Spall, were developed by a team at MWO, lead by Creative Director Mark Hurst. The creative is based on a core customer insight, and focuses on a job well done with the strapline– ‘It’s got our name on it’.

The first 30 second ad shows a man finishing off fitting his latest kitchen. Just before he slides the last drawer into place, he signs his name on the back of the drawer. He then puts the drawer into place. He’s proud because he’s done a great job. The voiceover explains that Wickes is proud to sell quality kitchens at great value prices. The ad finishes with the line, “It’s got our name on it. Wickes.”

The advertisement will feature across major TV channels including ITV, Channel 4, Channel 5 and Sky. Viewers will be able to enjoy the campaign on breaks between primetime programmes such as Coronation Street.

There will be 6 executions (3 x 30’s and 3 x 10’s) in the first half of the year, showcasing a wide range of different Wickes products, from tiles to decking, from doors to spirit levels, but all demonstrating the pride Wickes take in delivering quality products. The TV campaign coincides with a national print campaign and wider marketing activities, including PR and in-store communication, being rolled out from January.

Matthew Critchley, Brand Director for Wickes, believes the campaign puts the brand in prime position to significantly increase its share of the home improvement market. “Our new campaign sums up everything that Wickes is about – quality own label products our customers, and colleagues, can be proud of. A launch onto TV is a significant marketing development for the company and will provide us with a greater share of voice in this tough market.”