Screwfix has unveiled a new campaign, fronted by Olympic runner Mo Farah, as it aims to increase usage of its  fast delivery and collection offerings.

Devised in collaboration with M+C Saatchi Group UK, the campaign builds on the its ‘No Stopping You’ brand platform. The campaign is designed to “position the retailer’s convenience services through the language of sports advertising”.

Titled ‘Screwfix Convenience’, the marketing drive aims to increase usage of the retailer’s sprint delivery, click and collect and check-in services amongst tradespeople and DIY consumers.

Jack Wallace, marketing director at Screwfix, said: “Convenience has always been at the heart of Screwfix and our speed of service is the number one reason customers continue to choose us. This latest phase of ‘No Stopping You’ builds on that insight by bringing our speed and convenience credentials to life in a fun, distinctive and engaging way.

“By taking inspiration from the world of sports advertising, we’ve been able to simply bring to life our market leading Sprint Delivery (in as little as 20 minutes) and Click & Collect (in as little as 1 minute) services in this memorable way.”

This latest campaign features a series of out-of-home executions and two social first films starring the runner. It will run across out-of-home, YouTube, radio, digital audio and display channels.

This comes as research from the brand shows convenience is a retailers strongest competitive advantage.

Marcus Peffers, executive chair at M+C Saatchi Group UK, added: “At M+C Saatchi, we talk about Cultural Power as the ability to move people emotionally by tapping into the behaviours and passions that already shape culture.

“Sport is one of the most powerful and recognisable expressions of speed and performance there is, so borrowing from those cues gave us a distinctive and culturally resonant way to dramatise Screwfix’s unique convenience offer.”

Media planning and buying was handled by Dentsu Media, PR by McCann and social by Eight & Four.