DIY retailer Woodie’s has appointed Rothco to develop a new media campaign following a three-way pitch with Ogilvy and McCannBlue. The DIY retailer has a new brand identity, including a new logo developed by Principles Marketing design consultants. The refresh is supported by marketing activity which includes TV, radio, print and in-store display. To convey the brand’s DIY values, the campaign theme is ‘Start to Finish’.
The campaign is overseen by Woodie’s marketing director Ruth Brett. The first Woodie’s DIY store opened in 1987 and there are now 37 stores in Ireland serving an estimated 235,000 customers every week. Woodie’s claims to have over 55,000 weekly visitors to its website. An Irish-owned company, Woodie’s DIY is a retail division of Grafton Group PLC. Media buying is with Mindshare and PR is handled by Murray Consultants.
