B&Q: You don't buy a brand. You build one.

B&Q, a DIY and home improvement company, launched a campaign in the UK to increase brand preference and emotional resonance from consumers and to drive sales.

Campaign details

Brand: B&QAgency: Uncommon Creative Studio

Executive Summary (250 Words)

B&Q is a national institution in the UK - but, in 2020, was coming under threat from more competitors than ever before.

Where previously the ingenious business model of huge warehouses selling an unparalleled range of home improvement goods at low prices had been enough to stay ahead, now B&Q needed more. The looming threat of cheap, fast, online-only retail meant we needed to find a place in people's hearts as well as their heads.

After a years-long break from investing in brand, B&Q found that...

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