Kwik-Fit - Back in the fast lane: how Kwik-Fit broke the rules and reaped the rewards

Kwik-Fit's 2003-04 ad campaign aimed to revitalise the company after a period of sales decline and little advertising.
Agency: DDB London/MediaComAuthors: Rachel Lawlan, David Bassett, Clare Newman, Doug McKenzie and Rachel Congdon

Kwik-Fit – Back in the fast lane: how Kwik-Fit broke the rules and reaped the rewards

INTRODUCTION

This is the story of a retailer that turned market convention on its head.

As market-leader, Kwik-Fit was extremely well-known – spontaneous brand awareness was 69%1, more than 45% higher than its closest competitors. But sales were in decline, little had been invested in marketing for some time, and it was best remembered for a TV campaign last aired in the 1980's.

Brand revitalisation...

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