How pleased are we? Scruffs – the cheeky brand of workwear – has decided that they want Democracy to launch their new MAN TIPS campaign due to launch in Feb. MAN TIPS is a cheeky national campaign developed in conjunction with our friends at Manchester advertising agency CBJWT and features been-there-and-done-that Uncle ‘Arry as the ultimate brand advocate.

We adore uncle ‘Arry – he’s always on hand with wise words to help the nation’s tradesmen get out of the sticky situations they face when the opposite sex becomes overwhelmed by seeing them in their Scruffs work gear.

We’ll be working in partnership with the Scruffs in-house marketing team, led by the wickedly creative Chris Mellor-Dolman and CBJWT to exploit the social media opportunities across Twitter, Facebook and YouTube as we engage tradesmen with the MAN TIPS concept through traditional and online channels.

It was a competitive pitch, so we were chuffed when Chris from Scruffs told us the news, but even happier when he told us why:  “MAN TIPS is a great creative, and Democracy PR understood that what we needed was a campaign to support that, not another campaign all by itself. Their social media strategy will be at the heart of everything we do and the tactics they have developed will help deliver on our ambitious sales targets.”

On return to the office (they’re based in Nottingham) even Uncle ‘Arry had something to say: “What can I tell you? Those birds at Democracy know that my words of wisdom could mean a lucky escape for one of my boys next time Big Mrs O’Reilly wants more than ‘er drive layin’.”

What we love about Scruffs is that they aren’t afraid of what social media can do for their brand – in fact, they can’t wait to start talking with their online community. Their cheeky approach to marketing is reflected in the ideas we pitched – we know it’s going to get dirty and that’s just the way we like it!