Five by Five and Screwfix Launch 60 Minute Delivery Campaign with Dancing Tradies

May. 15, 2023

Screwfix, the UK’s leading multi-channel retailer of trade tools, accessories and hardware, today releases its campaign by creative and innovation agency Five By Five for its 60 minute delivery service, Screwfix Sprint. 

Screwfix Sprint is an industry leading service that offers delivery to site in 60 minutes or less. It saves tradespeople having to put down tools to go and pick up supplies giving them more time on the job. The campaign brings this insight to life through a TV commercial showing a tradesperson ordering on the app, then dancing through the site with his team to the tune of ‘Break My Stride’ by Matthew Wilder. The campaign is signed off with the line: "Don’t stop. Sprint."

The classic track is an ‘80s earworm, deliberately chosen to help plant the campaign onto construction sites all over the country. Together with the dance moves it’s also the mainspring of the influencer campaign, designed to amplify the message and underline the authenticity of the brand.  

The integrated campaign was created by Five by Five, with media planned and bought by Dentsu X, and will run across TV, radio, VOD, press, in store, app, digital and social. Five by Five also managed the influencer campaign – which is itself a first for Screwfix.

Annabel Mackie, Managing Director at Five by Five, commented:

“We’re proud to have delivered a campaign that is packed full of entertainment while still clearly conveying the core message of Sprint’s benefits as well as remaining true to the authenticity of the brand and its customers”

 

Jack Wallace, Marketing Director at Screwfix, commented:

“At Screwfix, we know how time is literally money for busy tradespeople. Finding the time to pick up an essential and often unplanned item is an inconvenience that can also have an impact on project schedules. With Sprint available in over 320 Screwfix stores, customers no longer need to sit in traffic when the unexpected happens, they can have it delivered where they are in 60 minutes or less."

 

Production was through Flipt with Tiny Bullet directing.