Wilkinson rebrands to Wilko in TV campaign

Wilkinson, the household goods retailer, has launched a TV campaign featuring ship-proud pirates, to announce its rebrand as Wilko.

TBWA\Manchester created three humorous TV spots as part of the campaign, which takes the idea of domestic one-upmanship back to pirate times.

In each spot, a pirate captain sees a rival ship approaching and orders his men to go to Wilko to buy supplies to spruce up his vessel.

The first TV spot airs today. The campaign was written by Zoe Harris, art directed by Ant Harris, and directed by Zak Emerson through Blink. Manning Gottlieb OMD handled the media planning and buying.

The campaign is the first work TBWA\Manchester has created for Wilko since winning the brand’s creative account in January. Wilko used True Story for its 2013 ad campaign.

Fergus McCallum, TBWA\Manchester’s chief executive officer said: "Wilko wanted to take a brave and disruptive approach, which for us makes for a great brief.

"We’ve developed what is hopefully a memorable rallying cry that encapsulates Wilko’s can-do spirit and have brought this to life with an ad campaign designed to excite and entertain people to reappraise the quality, value and breadth of their offer."

Wilko has 370 shops across the UK, with 23,000 employees and sales of £1.5 billion.


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.