Screwfix ReTeams With Mo Farah To Turn Rewards Into Motifications

Screwfix has launched a new campaign for its loyalty programme, Screwfix Rewards, created by M+C Saatchi Group UK, which sees ambassador Sir Mo Farah become a human version of the Screwfix app.

‘Screwfix Rewards: Motifications’ is the third instalment of Screwfix’s broader ‘No Stopping You’ platform. Having previously used Mo’s relentlessly enthusiastic ‘new recruit’ to showcase Screwfix’s convenience services, this latest chapter turns to loyalty and the little boosts that help tradespeople keep moving.

Having discovered that customers are alerted to their Screwfix Rewards through notifications, Mo takes it upon himself to personally deliver them to tradespeople across the country as his own 'Motifications', accompanied by his distinctive human impression of a notification alert: "PING!"

The campaign aims to build momentum behind Screwfix Rewards, driving new sign-ups and deeper engagement among existing members, while giving customers another reason to download the app, sign up for rewards and keep coming back.

Launched in October 2025, Screwfix Rewards gives customers access to Exclusive Offers, Surprise Perks and Spend & Save rewards. In a crowded loyalty market, the campaign avoids promises of outsized rewards, instead positioning them as useful, distinctly Screwfix boosts that help tradespeople get the job done.

Directed by Andrew Gaynord through MindsEye, the hero film sees Mo appear wherever tradespeople are working: leaping from a plumber’s van, hiding under the stairs with an electrician, emerging from a hedge to surprise a gardener and scaling scaffolding, each time presenting a Screwfix Rewards notification with a loud “PING!”

The recurring PING becomes a creative and sonic device across the campaign. OOH and digital capture Mo physically presenting Rewards notifications, while radio and digital audio turn his increasingly persistent PINGs into the joke itself.

Returning for the third instalment, director Gaynord continues the grounded British comedy of the previous films. However absurd Mo’s behaviour becomes, the world around him remains believable, from hiding among a sea of coats to bursting from the back of a plumber’s van.

Mo’s performance draws on his natural warmth, energy and enthusiasm, contrasted with the deadpan confusion and overreactions of the tradespeople around him, with casting helping land each comedic exchange.

The Rewards notification was brought into the physical world as an illuminated lightbox prop, retaining the recognisable proportions of an app notification and giving Mo something tangible to interact with.

Photographer Kelvin Murray has worked alongside MindsEye to translate the same world into stills, re-lighting locations and capturing Mo in the authentic trade environments featured in the film. Adaptable studio assets have also been created for use across OOH, social and digital.

The campaign is rolling out across TV, VOD, CTV, online video, YouTube, OOH, social, radio, digital audio, display and Screwfix’s website. Media planning and buying is by Dentsu X, PR is handled by McCann and social is managed by Fabric Social.

Jack Wallace, Marketing Director at Screwfix, said: “Screwfix Rewards is about giving our customers even more value and another reason to keep coming back. We know tradespeople are busy and want things that genuinely help them keep moving, so Rewards offers useful little boosts through Exclusive Offers, Surprise Perks and Spend & Save rewards. This campaign brings that to life in a simple and memorable way, with Mo helping us show customers what’s waiting for them in the Rewards Wallet in the Screwfix app.”

Marcus Peffers, Executive Chair at M+C Saatchi Group UK, added: “The strongest brand platforms are built to evolve, and ‘No Stopping You’ gives us a simple idea that can keep finding fresh ways to show how Screwfix helps its customers. For us, Cultural Power is about tapping into familiar behaviours and turning them into distinctive brand moments that lead to commercial advantage. Here, something as everyday as an app notification becomes unmistakably Screwfix, using Mo’s warmth and humour to make Rewards feel relevant, memorable and true to the brand.”

Guy Bradbury, Chief Creative Officer at M+C Saatchi UK, concluded: “Loyalty is a crowded space, so we wanted to create something genuinely memorable. Mo turns a simple app notification into a distinctive brand moment, with the PING sonic device giving Screwfix Rewards a playful, repeatable way to cut through across every channel.”

CREDITS

Creative agency: M+C Saatchi Group UK

Guy Bradbury – Chief Creative Officer

Max Lowe – Associate Creative Director

Georgie Parchert – Senior Creative

Holly Sutton-Williams - Senior Creative

Lisa Carrana – Executive Head of Art

Andy Harris – Head of Design

Imogen Walkden – Business Director

Emma Lowrey – Senior Account Director

Madeleine Evans – Account Manager

Naomi Campbell – Senior Account Manager

Sophie Lean – Head of Strategy

Maddie Burnell – Senior Strategist

Vanessa Young – Senior Integrated Producer

Louisa Lewis – Project Director

Screwfix

Jack Wallace – Marketing Director

Sarah Howell - Director of Marketing Communications

Sammy Ough – Head of Brand

Natalie Collings – Marketing Manager

Phil Read - Creative & Digital Senior Manager

Production

Kelvin Murray - Photographer

John Cross - CRXSS

Guild Creative - Retouching

MindsEye - Production Company

Andrew Gaynord - Director

Hera King - Producer

Ben Leeves - Sound (Jungle)

Charlie Smith - Music

Stone Dogs - Post Production