Scruffs workwear has launched a new campaign for 2010. Radio ads will run on TalkSport and aim to catch tradesmen on their way to and from work and drive them into Scruffs dealerships.

In a series of ‘Man Tips’ using the strapline “Look good while you're getting dirty”, Uncle ‘Arry (Alan Ford – Bricktop from Snatch) will give tips on how to cope with the female attention received when wearing Scruffs.

CheethamBell JWT created the new ads, rekindling its relationship with the brand following the success of 2005’s controversial DVD and viral.

And PR agency Democracy has been brought in to give the campaign a push through social media and traditional press tactics.

The Manchester PR agency is working with Scruffs' in-house marketing team and CheethamBell to engage tradesmen through Twitter, Facebook and YouTube.

Chris Mellor-Dolman, head of marketing at Scruffs, said: "We needed a campaign that would make tradesmen laugh and turn them onto Scruffs and create footfall for our dealers. We bought into the MAN TIPS idea from the off. It uses subtle innuendo to create ‘Carry On’-style humour that cuts through. It’s exactly what our male trade target audience get a kick out of and respond to."

And Henry Monsell, who heads up the Scruffs account team at CBJWT, added: “It’s great to have Scruffs back in the agency. It’s genuinely one of those brands whose advertising its target audience can’t get enough of. We’re confident that this interest will translate into greatly increased sales.”

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