According to a B&Q spokesperson, the communications platform aims to build a European feel for the brand through a light-hearted messaging campaign. “The challenge is to change consumers’ mindsets and redefine the concept of home improvement to include hardware fixtures and decoration that can be done easily,” said the spokesperson.
Developed by David Communications, the first burst is running across TV, print and outdoor, with MindShare handling media planning and buying.
B&Q plans to launch 10 stores — including three flagship outlets, each covering more than 12,000 square feet in space — over the next five years.
