B&Q has launched a new drive, backed by television advertising, that aims to underline its positioning as a retailer that offers permanently low prices.
The 'Handy prices' campaign promises that B&Q is 'Lowering prices on 100s of everyday products' and 'Lowering prices and holding them down'. The multi-million pound advertising and marketing schedule takes in television, radio and in-store materials.

It comes hot on the heels of the spat that broke out last month when B&Q accused rival retailers of deliberately increasing the prices of some of their kitchens so that they could apparently slash prices later. B&Q, on the other hand, offered its kitchens and bathrooms "at an everyday low price", it said.

Its claims were backed up by research by www.kitchen-compare.com. But some of B&Q's competitors thought B&Q was being hypocritical, while others questioned the validity and independence of the comparison website's findings.

The Handy prices drive covers decorating, flooring, tiles, paint, hardware, tools, garden, bathrooms and heating.

The campaign is the first from B&Q's new agency, Karmarama, and centres on a moving hand to emphasise the Handy prices message.

A B&Q spokesperson told DIY Week: "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."