The home improvement retailer’s new campaign blends cinematic craft with everyday charm to champion affordable DIY for all.
British retailer B&Q is focusing on affordability this Spring with ‘Prices Nailed’, a striking new campaign developed by creative agency Leo Burnett UK.
Designed to demonstrate the brand’s ongoing commitment to holding prices across its DIY essentials range, the multi-platform campaign blends craft and accessibility, reminding customers that home improvement doesn’t have to come with a hefty price tag.
Running throughout Spring and Summer, the campaign spans TV, video-on-demand, social, print, out-of-home (OOH), digital and in-store channels. At its heart are two high-production 40-second films directed by Scott Lyon, combining immersive close-ups of sanding, painting and planting with candid, relatable scenes from British homes.
The campaign is supported by a voiceover from comedian and actress Kerry Godliman, whose warm, unpretentious tone grounds the cinematic visuals in a sense of everyday charm.
“It’s a campaign that’s proudly populist,” says Mark Elwood, chief creative officer at Leo Burnett UK. “‘Prices Nailed’ proves that high quality and great value can go hand in hand.
He adds: “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.”
At a time when financial uncertainty continues to shape consumer habits, B&Q’s commitment to price-holding is a clear statement of intent. Since its initial launch in 2023, ‘Prices Nailed’ has been more than a slogan—it’s become a shorthand for trust, offering customers the confidence to take on DIY projects without fear of price hikes or hidden costs.
This latest iteration continues to build on that message but with a new layer of creative polish. Leo Burnett has also introduced a refreshed visual identity for the campaign, using B&Q’s distinctive orange ‘&’ as a graphic device to represent the idea of “more”. This concept rolls out across campaign touchpoints, from in-store signage to animated digital banners, delivering cohesion with a playful twist.
OOH takes centre stage in the media rollout, with eye-catching placements across some of the UK’s most prominent advertising spaces—including London’s Cromination and large-scale dual-format sites in Leeds and Slough. Dentsu has handled media planning and buying.
B&Q’s marketing director, Tom Hampson, believes the campaign reflects the retailer’s longstanding ethos, now brought to life with renewed creativity. “B&Q exists to help create better homes and better lives for everyone,” he says. “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.”
This is Leo Burnett’s first work since being appointed as B&Q’s creative agency in September 2024, signaling a confident new chapter. The agency, known for its focus on human storytelling and emotionally resonant campaigns, leans into both polish and populism here. There’s a sense of genuine admiration for B&Q’s customers—people who get stuck in, whether revamping the bathroom or simply replanting the window box.
The films themselves are a study in contrasts: tight, almost meditative macro shots show sawdust rising and paint gliding across surfaces before cutting to kitchen-table scenes and front garden moments that feel straight out of a British suburb. The blend of the two creates a powerful message: that great design and hands-on practicality don’t have to be mutually exclusive.
Crucially, the campaign doesn’t just talk to seasoned DIYers. Its strength lies in its universality—it’s a nudge for the weekend dabbler, the cautious beginner, the long-time list-maker who needs a reason to start.
With this campaign, B&Q is not only reaffirming its position as a high street staple—it’s reimagining what value-led advertising can look and feel like in 2025.