After the hugely successful launch of ‘It’s got our name on it’ where we used the red carpenters pencil as a consistent leitmotif in the films, we were briefed to create a value vehicle.
In the brand advertising the key insight was that tradesmen and serious DIYers would sign the back of their work, decking, tiles, even beneath a paint job. This feeling of shared pride was the brand essence of Wickes own label business.
We took the red carpenters pencil and made it a symbol of great deals.
When you’re marking up a job, we’re marking down prices.
WICKES. RED PENCIL PRICES
This was the most successful value campaign in Wickes history and continues to deliver on sales and brand.