Screwfix favours contextual idents over ads to afford TV presence all year round

UK trade and DIY retailer  Screwfix is looking to get more out of its TV spend by running personalised idents on content across Dave, ITV and Sky. With media partner Wavemaker, the market-leading omni- channel retailer is keen to keep its place by changing up how it measures marketing effectiveness.

The ‘Legends of the Game’ campaign has returned after debuting during the World Cup. It championed people who had the same names as famous England footballers.

Now, Screwfix customers who share the same name as comedians will appear in idents before Dave shows. Similarly, darts name-a-likes will appear before ITV’s darts coverage and footballers will feature in Sky Sport’s EFL (adding to the trade catalogues sponsorship of the league and the national side).