Brokered by Carat and The Story Lab, the multi-platform agreement will run until December 2022 and builds on the partners' existing ten-year relationship.

Activity in Grazia will include highlighting home improvement tips and showcasing Wickes products in print, digital and on social media.

The campaign will also run across Absolute Radio, Planet Rock, KISS, Kerrang!, and heat radio. Absolute Radio will lead the way with a week-long ‘Wickes Fix’ promotional event that will invite listeners on-air to play a variety of games to win Wickes gift cards.

Despite the pandemic, Bauer Media and Wickes say the partnership has delivered record results in the past year. According to a post-campaign study carried out by Carat, 69% of audiences felt a positive association with Wickes due to the partnership, leading to 33% of audiences making a Wickes purchase in the six months following the research.

Simon Kilby, Managing Director, Bauer Media Advertising, said: “At Bauer we have what we call a ‘treat each year like a first date as opposed to a marriage’ approach when working with Wickes, meaning that we go into every year with completely fresh ideas and creative, partnering Wickes with our radio and magazine brands that will best connect it with its target audiences. It’s been amazing to see how this partnership started with Absolute Radio a decade ago and has now expanded to KISS, Kerrang!, Planet Rock, Grazia and more.”

Shelley Allison, Wickes Head of Marketing, added: “Bauer Media is constantly held up in our business as our most successful partnership, helping us to not only convey business-critical messaging but showcase our values in the most creative ways. Some of my favourite campaigns have included the Dave Berry Paint we created and working with Absolute Radio 40s for VE Day. It’s been an incredible ten years, here’s to ten more!”