Bike and car parts retailer Halfords has today unveiled a new TV advertising campaign and a new consumer communications deal as it attempts to re-establish itself in the minds of consumers.
Recent trading has been difficult for the business, with third quarter sales down 4.8 per cent on a like-for-like basis and first half profits plummeting more than 20 per cent, but it hopes that 2012 will deliver an upturn in fortunes.
Commencing today, Halfords will be running a new ad campaign promoting its Autocentre service which will run before and after motoring programmes on digital channel Dave, with each ad showing humorous scenarios of customers displaying their gratitude for car repair work received.
This 12 month sponsorship of some of Dave’s popular motoring titles including, Top Gear and Fifth Gear, represents the first TV campaign for the Autocentres brand which was established almost one year ago after the acquisition of 240 sites from Nationwide Autocentres.
Also announced today was a deal between Halfords and communications agency Pitch which will lead to a raft of consumer-facing initiatives promoting the retailer as the number one destination for cycling products and bike repairs.
Several bike specialist, such as e-tailer Wiggle, have been reporting strong growth in recent times, making it increasingly important for Halfords to re-assert itself within the sector.
In Pitch’s first initiative it has agreed a sponsorship agreement with charity cycle ride event Dallaglio Flintoff Cycle Slam, which will feature the former England sports internationals Lawrence Dallaglio and Andrew ‘Freddie’ Flintoff.
Gerry Murphy, Group Brand Marketing Director at Halfords, said: “Pitch impressed us with their fresh ideas on how to make Halfords famous for cycling and they have a true understanding of our business and our objectives.
“Our sponsorship of the Dallaglio Flintoff Cycle Slam is a fantastic opportunity for Halfords to showcase the excellent service our Bike Hut mechanics provide, whilst simultaneously demonstrating the quality and resilience of our exclusive range of Boardman bikes.”