New Brand Campaign For B&Q TradePoint

• First campaign for five years puts tradespeoples’ expertise and knowledge front and centre
• The series of films and key visuals feature real tradespeople, alongside a custom-made typeface which was physically crafted by hand

B&Q TradePoint, the leading home improvement retailer’s trade brand, is today [10th September]  launching its first brand campaign for five years - ‘For the Trade’. Featuring real tradespeople, the ‘For the Trade’ campaign celebrates the expertise and knowledge of tradespeople, putting them front and centre of the campaign assets. 

B&Q TradePoint offers trade professionals exclusive membership giving them access to services and offerings on all home improvement materials. Whether looking for a particular sander or specific screw, B&Q stocks thousands of options for tradespeople, ensuring they get exactly the right tools and materials required for their trade jobs. Whilst the trade are aware of and consider B&Q TradePoint, the campaign aims to encourage trade professionals to shop more of their whole job at B&Q TradePoint. 

To showcase the comprehensive offering and that B&Q Tradepoint has everything tradespeople need, no matter the job, B&Q TradePoint, in partnership with Uncommon Creative Studio, has created the ‘For the Trade’ campaign, which includes a series of visual assets and short films. 

The three short films all feature genuine tradespeople reciting, in 'builders tongue', a list of goods needed for specific trade jobs, all of which are available from dedicated TradePoint counters at over 200 B&Q stores as well as at Tradepoint.co.uk. 

These short films showcase that B&Q TradePoint understands trade professionals and their needs in a language that speaks specifically to them - from “nipples” to “lost heads” to “CLS” and beyond. 

The films are accompanied by a series of key visuals, again featuring tradespeople with a list of tools, materials, and supplies needed for various jobs. 

The key visuals were shot by Ben Morris, renowned Vogue photographer, who specialises in fine art portraits, fashion and commercial photography. 

Speaking about the launch, John Morgan, Director of TradePoint, B&Q said: “We’re really excited to launch “For the trade”, our first brand campaign in five years. We know that the trade loves the value and convenience of B&Q TradePoint - especially for top-ups or last-minute needs - but we now want to showcase the brilliant depth of our offering. 

“Through our new adverts, we wanted to speak directly to trade professionals and show that B&Q TradePoint stocks everything they need to complete a full job - be it refitting a bathroom or building a stud wall. We’ve made real tradespeople the stars of the show and we’re excited for you to meet them. This is a new chapter for B&Q TradePoint and demonstrates how we are - in every sense - for the trade.” 

B&Q TradePoint’s 'For The Trade' campaign launches on 9 September and will be live across TV and VOD throughout September, with the key visuals living across social media and other B&Q platforms, including Meta, YouTube, and Reddit.  The campaign will also be used as part of B&Q TradePoint’s ongoing partnership with Fix Radio to amplify it further over the coming months. 

MORE ABOUT DESIGN

The films and key visuals both prominently feature “TRADE STENCIL” a bespoke font created with local tradespeople by Uncommon Creative Studio, based on B&Q’s proprietary Kingfisher font.

This custom stencil font was made by hand — each character was individually cut into a wood stencil, spray-painted, scanned and crafted in order to physically bring the precision, skill and sheer geekiness of tradespeople into every part of the campaign.[1] [2] 

Source : B&Q TradePoint

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