The Choice of Champions - Screwfix | Clapboard Ad Archive
The Choice of Champions is Screwfix’s 2022 brand campaign created by Chime360 that repositions the UK’s largest multi-channel retailer of trade tools, accessories, and hardware as the definitive partner to skilled tradespeople, elevating them as modern-day champions rather than caricatures of the construction industry. This campaign marks a comprehensive brand identity overhaul that touches every customer interface from digital platforms and catalogues to in-store retail environments, reflecting Screwfix’s strategic ambition to put the talent, skill, strength, and dedication of real makers and doers at the very heart of its business. Rejecting outdated stereotypes long associated with the sector, the campaign’s narrative celebrates the professionalism and expertise of tradespeople, aligning the brand with aspirational and respected user imagery that resonates deeply with its core audience of trades professionals. By positioning champions as both the endorsers and aspirational peers, Screwfix asserts its role not just as a supplier but as a champion of craftsmanship, reinforcing its market position against competitors like B&Q, Wickes, and Toolstation who focus respectively on accessibility, value, and speed. The Choice of Champions uses what Clapboard’s taxonomy identifies as FORMAT#10—Associated User Imagery, a creative approach that situates the customer as the central figure and source of brand authority rather than relying on symbolic devices or literal storytelling. This tactic strengthens emotional engagement by tapping into tradespeople’s desire for authentic recognition and pride in their work, a critical insight that underpins Screwfix’s customer-centric repositioning. The campaign’s UK-wide rollout in a competitive retail landscape underscores Screwfix’s commitment to being the preferred choice for professionals by delivering a cohesive and consistent brand experience across multiple touchpoints, which supports both customer acquisition and loyalty. Screwfix’s new direction is a bold statement in the house and garden retail sector, challenging category conventions and invigorating the brand’s relevance through a fresh and authentic lens. The campaign earns 64/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how trade-focused retail brands can authentically elevate their core audience’s identity to drive brand differentiation and deepen customer connection in a traditionally underserved category.
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