Disrupting Conventions

The Headscratcher

Develop a new brand and comms strategy to set Toolstation apart from its competitors and significantly raise awareness and consideration amongst trade customers.


In a category that splits into positionings around either the brand’s offer or the benefit to the consumer’s home, we focused on a new territory, our benefit to the trade. All too often their skills and achievements are downplayed, or they are portrayed in a stereotypical fashion as a lad white van driver. So, we decided to celebrate the trade as the skilled entrepreneurs they are and the fact there’s no project, no matter how unexpected, their talent can’t master when it’s united with Toolstation.

The Headlines

Tools and more for any task has delivered significant uplifts in standout, consideration, direct to site visits and organic brand search in the first few weeks of the campaign.

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