Halfords bosses have said they are going to “move up a gear” as part of a new marketing campaign which will reflect its new brand slogan, “Halfords – For Life’s Journeys”.

News of the re-branding exercise comes after the business’ chief executive, Jill McDonald – formerly chief marketing officer at McDonald’s UK and northern Europe before being promoted to CEO of McDonald’s UK and president of North West Europe – admitted she was looking to change Halfords’ approach to marketing.

In an article published by Marketing Week a Halfords spokeswoman said: “As part of our ‘Moving up a Gear’ strategy, we looked at the Halfords’ brand purpose and framework to support our goal, which is to be customer’s first choice for life on the move.

“We are committed to making customers’ journeys better, and we can confirm our new marketing endline ‘Halfords – For Life’s Journeys’. More details of the brand launch will follow next year.”

Last month Halfords saw profits fall by 6.5% to £46.4 million for the 26 weeks to October 2.

Speaking about the new marketing strategy, McDonald said: “There are a number of significant opportunities for further improvement, which include the leveraging of customer data and analytics, relentless innovation, a better shopping experience, enhanced customer service and services, and a fulfilment infrastructure for modern times.

“We look forward with confidence to growing Halfords over the long term.”