B&Q nails down prices to promote DIY spring essentials

B&Q is launching a new integrated campaign that aims to spotlight the brand’s dedication to offering consistently low prices across a broad range of DIY essentials.

Aimed at DIY enthusiasts looking to upgrade their homes this spring, ‘Prices Nailed’ by Leo Burnett showcases how holding prices gives more certainty and helps customers take on DIY projects both big and small.

Spanning multiple platforms including TV, VOD, Social, OOH, print, digital and In-store, the campaign will run throughout the spring and summer.

At the heart of the campaign are two 40-second films directed by Scott Lyon. The creative approach blends high-impact macro shots of sanding, painting, and planting – in a move designed to elevate everyday DIY tasks to an immersive, cinematic experience.

These sequences then transition to relatable British home settings, reinforcing the campaign’s message that B&Q helps everyone get more done for less.

Narrated by actress and comedian Kerry Godliman, star of After Life and Whitstable Pearl, the campaign’s warm and down-to-earth voice is aimed at adding further accessibility and charm. The films debuts this week across Channel 4, ITV, and Sky, with 30- and 20-second cutdowns rolling out later in the season, alongside a 10-second animated spot.

Leo Burnett also devised a new visual identity for the campaign, employing B&Q’s iconic ‘&’ sign as a distinctive device to represent ‘more’.

Large-scale outdoor activity amplifies the campaign’s message, with standout sites including London’s The Cromination as well as dual-format locations in Leeds and Slough. All media planning and buying has been handled by Dentsu.

‘Prices Nailed’ is Leo Burnett’s first campaign for the home improvement retailer since being appointed in September 2024. The campaign is an extension of the brand’s existing value platform.

B&Q marketing director Tom Hampson said: “B&Q exists to help create better homes and better lives for everyone. Since its launch in 2023, ‘Prices Nailed’ has emphatically demonstrated that we help make home improvement affordable. This campaign continues that in a way that’s fresh, creative, impactful and fun.”

Leo Burnett UK chief creative officer Mark Elwood added: “‘Prices Nailed’ proves that high quality and great value can go hand in hand. Our challenge was to create a campaign that balances striking, beautifully crafted visuals with real-world relatability and affordability.

“B&Q is a proudly populist brand, and this campaign celebrates the everyday victories of DIYers, whether they’re about to tackle a small fix or a bigger transformation.”