B&Q rolls out 'Handy prices' brand strategy
B&Q has unveiled a multi-million-pound campaign to promote its shift to an 'everyday low pricing' strategy.
The drive, the first work by Karmarama since its appointment to the DIY chain's £40m business last year, introduces a 'Handy prices' positioning. It will run across TV, radio, outdoor and in-store.
Under the 'Handy prices' banner, the company will lower the prices of hundreds of products permanently, in an attempt to mark the brand out from the sale-driven strategy predominant in the DIY retail sector.
Unusually, the TV ad eschews the use of product and in-store imagery to instead focus on a hand making gestures, accompanied by a voiceover explaining 'Handy prices'.
A B&S spokeswoman said: "Offering customers great value for money is paramount to B&Q and this commitment is highlighted in our brand new and quirky creative from our recently appointed creative agency."
Separately, B&Q has yet to appoint a marketing director following the departure of Katherine Paterson in October. Brand director David Hutchinson is covering the role in the interim.
This article was first published on marketingmagazine.co.uk
- Product Marketing Manager - 11 months contract - London - £53K pro rata Digital Gurus £53000 Per Annum, London
- group account director / biz director > INTERNATIONAL DRINKS ACCOUNT > TTL > FOOTBALL collectivo Up to £80k depending on experience, London (Central), London (Greater)
- European Marketing Manager Jarlett de Grouchy £0.00 - £62000.00 per annum, London
- Senior SEO Account Manager Ultimate Asset £33000 - £38000 per annum + Amazing Benefits, London
- SEO Analyst - Technical Ultimate Asset £24000 - £27000 per annum + Amazing Benefits, London
- Tesco Clubcard uses Twitter to pick out Christmas gift ideas
- Samsung launches first Christmas TV campaign in the UK
- ASA bans 'strongly sexual' Giffgaff ad
- In pictures: Campaign Media Awards 2014
- Freeview launches singing toys campaign
- Hammerson uses automated mechanical model to showcase Christmas gifts