Halfords is set to unveil a campaign to promote its range of specialist bike parts, accessories and clothes.
Created by Chapter, the campaign hopes to engage with serious bikers who would not normally consider Halfords.
Andy Brotherton, senior marketing manager for Halfords, said: "We were looking for a creative approach that was disruptive and made the Specialist bike readership stop in their tracks. Chapter have answered the brief and delivered a stand-out campaign that is based on real audience insight."
Ian Boulter, creative director at Chapter, added: “With cycling becoming a major part of British sport post 2012, we wanted seasoned riders to re-appraise the Halfords brand. For many, Halfords was the place they got their first bike. Now they’re more serious about bikes, we wanted to show them Halfords are too, with this new range of parts, accessories and clothing. They can now get the brands they love from a name they can trust - but didn’t expect.”
The new range will include over 15,000 products.