New Wickes Campaign from iris Sets Out to Help Hapless DIY Bodgers

Wickes is well knows for being a preferred home improvement retailer. But with ambitious growth plans for 2015, Wickes appointed iris in January to transform its brand with a new customer proposition, evolve the brand by building on its core audience and as a result – bring in new customers.  

Wanting to raise awareness of Wickes being the best choice not only for the professionals, but for all those wanting a high quality professional finish to their DIY efforts, Wickes has launched its new brand identity and promise, created by iris; Let’s Do It Right.

Let’s Do It Right is a rallying cry to all those who care enough to want to get home improvement right, regardless of their level of expertise; by getting quality materials, help and advice at the right price – all at Wickes.

The launch campaign, also created by iris, introduces a cultural character familiar to anyone who has had the pleasure of living with a keen yet inexperienced DIYer –  aka ‘The British Bodger’. 

The Bodger is a have-a-go DIYer – well meaning, but whose enthusiasm is unfortunately (at least, for those living with them) greater than their knowledge. 

In the film, we see the scale of products, expert advice and range of choice available at Wickes – everyone from the beginner to the experienced tradesman can achieve a professional and high quality finish with Wickes.

Matthew Gaunt, Head of Brand Communications, Wickes: “For more than 40 years we’ve been helping the people of Britain improve their homes. We know what it takes to do a project right from start to finish. This campaign is just the start of making that knowledge available to everyone.”

Adam Wright, Managing Partner, iris: “Wickes is an amazing brand. It’s where the pro’s go because it offers the right range, right materials, right advice and right prices – making it the natural choice for Trade & DIYers alike. Anyone can ‘do it’. Wickes is for people who want to do it right.”

The campaign will encompass TV, print, radio and online channels and will go live from Wednesday 18th March, 2015.