How we got customers queuing for their new local store

Make it happen Drive awareness of – and footfall to – wilko’s new stores across the UK

What we did  After delivering a handful of ‘off the shelf’ (pun intended) new store launches for wilko in 2015, Brazen identified a need for a new strategic framework to enable the retailer to become more savvy with its local marketing.

And in the three years that followed, the team has travelled the length and breadth of the UK, launching more than 50 stores for the retailer with a Brazen bang!

Truro? Tick. Edinburgh? Tick. Biggleswade? Yep – it’s a place – tick.

All of our campaigns are grounded in solid research, and we consider everything from the ‘shopper missions’ of potential customers to brand awareness and local competition, before tailoring our message hierarchy, campaign length, and launch tactics and budget.

After we’ve announced the arrival of the retailer to local media, influencers and stakeholders, we plan and orchestrate every minute of the launch day. In an age where consumers want experiences over stuff, the ‘why not the what’ the team works hard to put on a show with everything from in-store entertainment and super-sharable theatre, to big giveaways and goody bags.

The result? Hundreds queuing up from sunrise to catch a first glimpse and basket-full of wilko goodies.

But the strategic launch plan doesn’t stop there. After the official ribbon-cutting ceremony where the store is declared open, the Local team works closely with the store to firmly embed the retailer within its new local community and build the brand beyond launch day.

The team has helped wilko donate products to incredible causes, embarked on a series of community makeovers and thrown family fun-days in store. All with the aim of helping hard-working families, be the best they can be!

Screen time 350+ pieces of coverage. Hundreds of people queueing up for every new store launch and tills ringing on launch day and beyond.

  • Brazen Client Wilko
  • Public Relations Client Wilko
  • Crisis PR client Wilko
  • Consumer Public Relations Client Wilko
  • Consumer PR Client Wilko
  • Brazen PR Client Wilko