Screwfix, the omnichannel retailer, has unveiled branding that shines a light on the professionalism, skill, and dedication of the nation’s tradespeople.

Screwfix – The Choice of Champions puts Screwfix customers – those who fix, build, maintain and repair – at the fore. The campaign includes powerful and authentic portraits of genuine tradespeople to draw attention to their skills, dedication, and strength.

Jack Wallace, Director of Marketing at Screwfix, said: “We know our tradespeople are super tuned professionals. they go the distance, they train, they practice, they hone their skills.

“Through our campaign we’re delighted to be celebrating tradespeople like never before and representing them as the true champions that they are.”

Screwfix has shown the value of tradespeople for years through its renowned Screwfix Top Tradesperson and Trade Apprentice competitions, which receive thousands of entries and shine a light on the skills, expertise, and professionalism of those established and upcoming within the trade. Screwfix also connects tradespeople with customers who need home improvement help through its partnership with Needhelp.

The Choice of Champions brings to life the expertise of plumbers, electricians, carpenters, and more across all channels including TV, social media, digital, and out of home advertising.

Positioning skilled tradespeople front and centre, the imagery incorporates straplines such as ‘rise, rewire, rest, repeat’ and ‘it took blood, sweat and tears to hone my skills’, to humanise the hard work tradespeople carry out every day, their dedication, and their skill.

To watch the film, visit: