Car repair and bicycle retailer Halfords has launched an advertising campaign aimed at encouraging parents to buy bikes for their children at Christmas.
The ad, which aired for the first time yesterday, follows the journey of a little girl, from the initial excitement she has at discovering she has been given a brand new bike for Christmas, to the continuous joy she gets from the bike throughout the year.
It is hoped that the TV ad, written by creatives Richard Holmes and Remco Graham of DLKW Lowe and directed by Paul Gay of Waspface, will highlight the importance of lasting gifts during difficult economic times.
The ad is a festive instalment of Halfords’ ‘That’s Helpful, That’s Halfords’ campaign, part of a package being broadcast on TV and online in the run-up to Christmas which aims to entice those looking to prepare early for the season.
Earlier this month, the group’s retail business posted a decline in like-for-like (LFL) revenues of 2.8 per cent in the second quarter compared to a 1.9 per cent fall over the full 26-week half.
Amid these disappointing results, sales in cycling remained strong in the in the last 13 weeks of the period ending September 30th 2011, jumping 5.7 per cent on a LFL basis.
Gerry Murphy, Group Brand Marketing Director for Halfords, said that the retailer is keen to offer cash-strapped families value for money.
“We’re committed to helping them this Christmas by stocking quality products – like bikes which we can build, safety check and fit for them – so they can be used all year round, making the most of their hard earned money,” he commented.