Wickes advertises own brand

Published:  19 August, 2010

NORTHAMPTON: Wickes is advertising discounts on its own-brand products in a bid to counter the DIY market slowdown.

A series of ads for the retail brand start tomorrow and introduce the 'Smart value' message to emphasise the "intrinsic value" of the products and product quality.

Rob Murray, marketing director of Wickes said that in contrast to competitors, the retail chain had previously steered clear of talking about deals and discounts.

The campaign, created by agency MWO, comprises 10-second and 30-second TV slots supported by national print and point-of-sale activity. The advertisements highlight a 33% discount on products, including paint and flooring, until 1 September. The promotion coincides with the August bank holiday traditionally a popular weekend for carrying out DIY work.

The campaign forms part of Wickes 'It's got our name on it' positioning and emphasises "professional pride" in doing a DIY job well. As with other recent TV ads for the retailer, the spots feature a voiceover by actor Timothy Spall.

The brand has rolled out limited price-promotion activity at relevant times of the year, but this is the first time it has integrated the 'Smart value' message into its above-the-line communications.

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