Wilkinson has rebranded all its stores to its Wilko fascia as it launches its new strapline, ‘where there’s a Wilko, there’s a way’.
The value retailer has been switching its 374 store Wikinson fascias to Wilko across February and March, after hiring ad agency TBWA (Manchester) at the end of 2013. It completed the project at the beginning of this month.
Wilkinson trialled the Wilko branding across a handful of stores last year after launching it in Crawley in August 2012.
Wilkinson rebranded its website to Wilko.com last year and has since rebranded its mobile website.
To build brand awareness Wilkinson has launched its first-ever national TV ad campaign, which will run this month.
A spokesman said: “We run advertising campaigns every year but this is an exciting step change for us because it marks the culmination of many years of hard work in every part of the business from major changes to in-store environment and the development and success of on-line, click and collect and mobile shopping to major product and category reviews.
“We’ve also made significant advances in the quality of products, product sourcing, three-tier own label development; getting the right brands on board and migrating to Wilko as the popular and endearing name that our customers have given us.”
The Wilko brand name was coined by Wilkinson customers who shortened the retailer’s name.
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