Wickes strikes partnership with C4

Wickes is the new sponsor of Channel 4’s largest programme strand, Homes on 4, beginning in 2017.

The multi-million pound partnership will see the home improvement retailer’s sponsorship idents appear around some of Channel 4’s most popular programmes including ‘Location, Location, Location’, ‘George Clarke’s Amazing Spaces’, ‘Grand Designs’ (which is currently attracting up to 3 million viewers a week) – and a host of new titles for next year including ‘How To Be Mortgage Free: Design Your Way Out Of Debt’.

The partnership also includes an original All 4 series, digital activation and use of the Homes on 4 brand in-store and on digital platforms.

Jonathan Allan, sales director at Channel 4 said: “We’re thrilled to welcome Wickes as our new Homes on 4 partner, following a particularly competitive bidding process for this commercially proven strand.”

Matthew Gaunt, head of brand communications at Wickes, said: “This partnership with Homes on 4 is a major step forward for Wickes and perfectly timed after two years transforming our stores and our ranges. The new modern Wickes is a brand that will inspire and encourage every home improver to have the confidence to take on a project of any size, big or small. And be the place to help customers do it right, because ultimately, these are our homes and they matter!

“In addition to the television strands, we are very excited about the pairing of two challenger brands in Wickes and Channel 4 – both with a real authority in home improvement – to create a new digital series which we will be making in partnership with Channel 4, that we hope will push the boundaries and challenge perceptions.”

Wickes offers more than 13,000 DIY and home improvement products including kitchen and bathroom ranges, lighting, wallpaper, tiles, flooring, power tools and more than 150 colours of paint.

The chain operates more than 235 stores nationwide including 14 kitchen and bathroom standalones. Catering for everyone from first time DIYers to tradesmen, Wickes’ one hour Click & Collect service allows people to order products online and then collect from their local store in one hour.

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