Toolstation, has unveiled a major new brand campaign, ‘Next Stop, Toolstation’, aimed at highlighting the essential role of tradespeople and the staff who support them.

Created by newly appointed lead agency TBWA\MCR, the campaign breaks from industry norms with a fresh, character-led approach. Launching across TV, radio, social media and digital platforms, the campaign includes two 30-second films, ‘Night’ and ‘Moves’, in which Toolstation colleagues emerge from a self-propelled counter to assist tradespeople with speed and dedication.

The radio ads mimic real customer interactions through fast-paced dialogue, reflecting the brand’s “no fuss, no problem too small” ethos.

Meanwhile, the social strategy puts Toolstation’s staff front and centre, using humour and personality to build a strong online community for the trade.

The multi-channel campaign premieres across both organic and paid social, Sky, YouTube and on TalkSport, Absolute Radio and Fix Radio on 1st May.

Chris Other, Customer Director at Toolstation said: “We wanted to break away from the conventions of the sector and this new campaign shows that we understand tradespeople and what they do like no one else. At the very heart of this sits our superpower – our colleagues and their unrivalled service. This campaign shows the lengths they are willing to go to make sure they deliver exceptional service, in a playful way that we know will resonate with our customers.”

“Over the coming months you can expect to see our colleagues and the Toolstation counter pop up in many unexpected locations as we bring this bold and market-leading campaign to life across our social channels, in earned media and through experiential activity.”