Giant

Run by Giants

A national cycle shop chain arrived in Leamington Spa last year, with a local 48-sheet campaign trotting out the usual clichés like specialist advice. Just up the road, however, is Giant Leamington – whose staff, including owner and legendary mountain biker Billy Cheetham, are all ex or current pro race cyclists. Now THAT is a specialist bike shop (and the seed of a compelling campaign).