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To om fu 20 DIY WEEK 20 JULY 2018


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hen selecting the winning marketing campaign for this year’s DIY Week Awards, our


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judging panel said: “I just want to applaud”. And, the #DeliverMagic ad campaign, developed by W independent Hafod Hardware, was certainly worthy of that applause. The brainchild of Tom Jones, who runs the hardware store with his grandparents, and university friend, filmmaker Josh Holdaway the Christmas ad was designed to rival the likes of John Lewis’ famous festive showpieces but on a shoestring budget of just £6.99. The advert, which showcases the beautiful sights of Rhayader in Powys and depicts T biking around the area taking


by Welsh We Holdaway,y, cts Tom To To om says: “Abso e thought w Week Aw


to customers on Christmas Eve, received overwhelming attention and seemed to really capture people’s imagination.


Asked if he was surprised at the amount of coverage the advert got, T om says: “Absolutely! I made it with my best friend, Josh and we literally filmed and edited it in a day Wey..W e thought we’d put it online, the locals would see it and have a laugh and that would be it. Then, the local papers picked up on it and the nationals and, befor e we knew it, we wer e getting calls fr om Heart Radio and ITV,” he exclaimed.V,,” h


om joined the family business a decade ago, when his mum left to pursue other activities. Although he didn’t entir ely expect to for ge a career as a retailer


Tom jo To r,, he seems to have


found his calling and genuinely loves what he does. “I really enjoy it. I get up every day and love going to work,” he says, adding: “It has also allowed me to spend a lot mor e time with my grandparents.”


Ther e is a tr ue coming together of skillsets at Hafod Hardware. To grandpar ents,


Tom’s Alan and Pauline


Lewis ran pubs and hotels before buying the hardware shop nearly 20 years ago; so as well as boasting an


local charm


Fiona Garcia catches up with Hafod Hardware to find out how its kA ward-winning Christmas ad campaign has boosted


al chl ans,


DIY We k ward-winning CAward-winning C


business and what new ventures are in the pipeline Hafod Hardware deliveries out


a slower pace of


impr essive work ethic, they love the daily interactions with customers and know how to make visitors to the shop feel welcome. “My grandparents bought the shop because they wanted Tom.


life,” say s To


“They were fed up with working all night and then having to get up early to do B&B. The interaction with the town is what they love. It’s such a small community, so it’s great. They live in the flat above, so as long as they’ve got their health they’ll still be in the shop.”


y,


Meanwhile, Tom, who studied photography at university and initially started working at Hafod


To om, who stu www.diyweek.net


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