Sir Mo Farah Joins Screwfix as "The New Recruit" as it Debuts New Brand Platform With M+C Saatchi Group UK

Oct. 10, 2025

Screwfix has today unveiled No Stopping You, a major new brand platform created in partnership with M+C Saatchi Group UK, launching with a multichannel campaign fronted by Sir Mo Farah. The work is the first to launch since Screwfix appointed M+C Saatchi as its strategic and creative lead agency following a four-way competitive pitch earlier this year.

The challenge was to build an enduring idea that reflected Screwfix’s purpose, united its marketing under one identity, and resonated with its core trade audience. The campaign needed to increase awareness and memorability of Screwfix as the first choice for tradespeople, reinforce the brand’s reputation for speed, value and convenience, and provide a framework for consistent communications across all customer touchpoints.

To develop the new platform, M+C Saatchi focussed on Screwfix’s core reason to believe: convenience. The business leads the market with Screwfix Sprint, delivering in as little as 20 minutes and Click and Collect available in as little as one minute. The new campaign highlights how Screwfix removes friction from the customer experience, showing that the brand is committed to making it as fast and simple as possible for tradespeople to get what they need.

The new brand platform No Stopping You shows how Screwfix removes barriers so that nothing gets in the way of a great job. It reflects the ambitions of tradespeople, the convenience of Screwfix’s offer, and the commitment of its colleagues, underscoring the brand’s mission to help customers get the job done quickly, affordably and right first time.

To bring the platform to life, M+C Saatchi has developed a multichannel campaign, The New Recruit, featuring Sir Mo Farah – the greatest British runner of all time – joining the Screwfix team. Humble, approachable and totally determined to help every tradie win, Farah personifies the brand’s promise to move fast and go the extra mile. A refreshed visual identity supports the work, with new fonts, colour palette, photography and tone of voice.

The campaign launches nationwide on 10 October and will run until 16 November 2025, across TV, VOD and CTV, OOH, YouTube, social channels including Meta, TikTok and Reddit, as well as radio, digital audio and owned digital platforms. Media planning and buying is handled by Dentsu Media, PR is managed by McCann Birmingham, and social is overseen by Eight & Four.

Jack Wallace, Marketing Director, Screwfix, said:

“No Stopping You captures what Screwfix stands for – speed, convenience and support for tradespeople. We know that time off the job costs money, so our focus is always on making it easier and faster for customers to get what they need. Launching the platform with Sir Mo Farah brings these qualities to life in a distinctive and memorable way, while underlining our commitment to removing barriers so that nothing gets in the way of a great job.”

 

Jo Bacon, Group CEO, M+C Saatchi Group UK, added:

“We’re delighted to have created a new brand platform for the wonderful team at Screwfix. No Stopping You reflects the can-do spirit of a great British brand, brought to life with the cultural magic dust of another British icon, Sir Mo Farah!”

 

Guy Bradbury, Creative Partner, M+C Saatchi Group UK, concluded:

“We’re really proud to share our first work for Screwfix and bring to life such a brilliant brand. What better way to show that they’ll stop at nothing, so tradies never have to stop, than by featuring their newest recruit, Sir Mo Farah. We’re also thrilled to have developed a new look and feel – from fonts and colour to photography and tone of voice – giving Screwfix a fresh identity that will now run right across the business.”