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
- Web Analyst Jet2.com Negotiable, Leeds
- Database Marketing Analyst Jet2.com Negotiable, Leeds
- Senior International Digital Account Manager - Music Accounts! Ultimate Asset £38000 - £45000 per annum + Great Benefits Package , City of London
- Digital Marketing Manager- Retail - up to £45k Blue Skies Marketing Recruitment £40k-£45k plus bonus , London
- Senior Brand Manager - Consumer Health/FMCG Tarsh Lazare Marketing Recruitment c.£48K-£55K + Car Allowance + Bonus, West of London/Berks