B&Q's 'handy prices' strategy
Published:  13 February, 2013

B&Q has unveiled a multi-million pound advertising campaign to promote its new 'everyday low pricing' strategy. The campaign will run on television, radio, outdoor and in-store.

Under the 'handy prices' banner, the company will lower certain product prices permanently in an attempt to separate B&Q from the sale-driven strategy predominant in the DIY retail sector.

The TV advertisement breaks with the usual pattern of diy advertising and uses no products or in-store imagery: instead it has a hand making gestures, accompanied by a voiceover explaining 'handy prices'.

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