The Dave Berry Breakfast Show traded its price-promotion tone for a “voice for the people and a company which rewards key workers”.
Wickes sponsored Absolute Radio’s Good Deed Register, where more than £10,000 was given away – meaning listeners associated the company with celebrating the best in humanity.
Wickes partnered for the launch of Absolute Radio marking VE Day, creating brilliantly funny adverts that illustrated how they would have sounded if Wickes had been trading during wartime.
Wickes owned Grazia’s DIY skills section, showcasing how tiling/flooring transforms kitchens/bathrooms, and increasing consumer knowledge of Wickes’ end-to-end service so readers could achieve their desired look.
This content lived online and on social media.
KISSTORY featured TradePro messages − boosting the audience’s mood, tapping into purchasing moments for listeners to stop off at Wickes and gather future supplies − and ‘Tradie Shout Outs’ to big-up and celebrate those working throughout the pandemic.