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By Amy Houston, Senior Reporter

June 28, 2022 | 2 min read

In its first targeted TV campaign, bike repair network Fettle humorously highlights the jargon customers can be faced with when their bike requires maintenance.

The ‘Don’t settle. Choose Fettle’ sketch features a condescending bike shop owner overcomplicating problems with almost unreal terminology that would confuse even the most clued up cyclist.

Tom Cornwell, the marketing manager at Fettle, said: “It’s quite funny actually, the reception has been great with many frighteningly similar experiences shared already. As a sector, bike shops don’t have the best reputation. The category is full of confusing options, month-long waits and intimating terminology.

“Consumers have high – read modern – service expectations from adjacent categories that are quite simply unmet. There’s a real frustration felt – it’s time to put the cyclist first, to put the ‘service’ back into servicing.”

The business has partnered with ITV AdVentures, which has supported the campaign with matched media funding.

“There is a common misconception that to advertise on television you must spend a fortune and talk to the entire nation for it to be worthwhile, but this simply isn’t true,” said Callum Taylor, business controller at ITV’s AdVentures.

“TV offers a unique linear transmission footprint that enables businesses to execute high reach, cost-effective campaigns within specific regions in the UK. However, we’ve been able to take the audience targeting a step further with the team at Fettle. Viewers within the M25 region will be able to discover Fettle’s ’faff-free’ bicycle repair service whenever they tune into Tour de France coverage this Summer on the ITV Hub.”

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