Additional Information


Content

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.

B&Q: new brand strategy

B&Q: new brand strategy

Share this article

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

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Let’s taste the music External website

by Greg Taylor, 24/10/2014

 

Six vital ad:tech themes for 2015 External website

by Neil Higgins, 24/10/2014

 

Are you singular or plural? External website

by Rachel Brushfield, 24/10/2014

 

Back to top ^