Jewson Building customer connections

With branches from the Scottish Isles to Penzance, Jewson is one of the UK’s leading chains of builders’ merchants with more than 450 branches.

WAA Chosen is retained to ensure Jewson robustly defends this position. From the brand’s first national TV advertising campaign in over a decade to a sector-leading partnership with the English Football League, our ground-breaking work with Jewson continues to supercharge relationships with the trade to deliver solid commercial results.

With a deep understanding of the full trade ecosystem, we have created unique experiences and partnerships that have resulted in a step-change in customer loyalty. We have built more emotional and lasting connections, created memorable encounters between brand and customer and fundamentally changed buying behaviour, enabling Jewson to be more distinct and lead the category.

Recent successes include creating Jewson’s most-watched piece of content ever created for social media, as well as the creation and launch of Jewson’s most popular new account incentive campaign to date which achieved a 29% increase in customer spend.

Alongside this, we continue to work with Jewson to educate tradespeople on important issues and make the brand a real champion of the builder. For example, with outdoor workers three times more likely to develop skin cancer, our ‘Hard Hat Your Skin’ Campaign, (in partnership with WAA Chosen client Nivea), cemented Jewson as a real champion of the builder, as they became the first merchant to stock sun protection. Raising much-needed awareness around skin cancer, the partnership saw Jewson donate 50p from every bottle sold to Melanoma UK to invest in life-saving testing and detection technology.