Gratterpalm has been appointed by Halfords to handle its in-store marketing strategy.

The Leeds agency will be tasked with producing a step change in the retailer’s in-store communications, bringing more creative consistency and message clarity. The first campaign is set to launch next month.

David Durie, marketing director at Halfords, said: “We are transforming Halfords through the quality of our service and the expert advice our staff provide. In-store communications are vital to convey this repositioning to customers and promote unique offers like our WeFit and bike repair services.

“Gratterpalm has really impressed us with their passion, both for our business and the retail sector, as well as their ability to work collaboratively with lead agency partners.”

Gordon Bethell, managing partner at Gratterpalm, added: “It’s an exciting time for the Halfords business and we are very pleased to support them on their journey. The right in-store environment is key to positioning Halfords as a provider of expert help and services and we look forward to the creative challenge.”

Retail specialist Gratterpalm, who will work alongside Mother, also works with Asda, Greggs and B&Q.