krow appointed lead creative agency by retailer Toolstation

David Prior's picture
by David Prior

krow has been tasked with developing a new brand positioning and strategy for retailer Toolstation after a pitch involving three other agencies.

The retailer, which supplies tools, accessories and building supplies to the trade, has more than 400 branches nationwide.

Toolstation’s most recent campaign, ‘Helping Hand’, brought a fun twist to the brand’s positioning by creating a literal, helping hand, representing the retail company’s support for the trade and its ability to ensure they have everything they need from Toolstation to get the job done.

Toolstation approached krow, part of The MISSION Group, having seen its work for retailer, DFS, in partnership with Aardman Animations.

krow will now be devising a new brand positioning and communications strategy, which will involve a review of its current brand positioning, ‘Your Best Mate for the Job’.

krow owner John Quarrey said: “This is a brand which genuinely makes a positive difference to people’s lives up and down the country. We will be bringing to life a positioning which illustrates just that; reinvigorating the brand and ensuring it remains modern and relevant within a changing retail landscape.”

John Meaden, Marketing Director at Toolstation, added: “We were impressed with the fun, energy and delivery that krow brings to the DFS campaigns. We liked the approach and are excited to see how they can apply the same qualities to our brand positioning."