Tarmac Building Products has today launched its first ever consumer advertising campaign within the national press.
The campaign has been created by Wolverhampton agency Connect, which has worked with Tarmac for a number of years.
It promotes the new U-Can range which includes bags of concrete and mortar and repair kits.
Each product is support by a step-by-step YouTube video to help novice home improvements.
The ads will appear in seven national newspapers during the Easter weekend and feature an elegant female forearm holding the product and a businessman in his work suit to try to appeal to the widest possible audience.
The advertising campaign will also coincide with a national search for the UK’s worst DIY dodgers, which is being led by Connect PR. The campaign will see Tarmac Building Products naming and shaming dodgy home improvement and DIY shy Brits for the chance to win £1,000 B&Q vouchers and a special visit from the U-Can handy man who will give helpful DIY tips and advice.
Guy Maddock, head of marketing at Tarmac, said: "The advertising campaign focuses on the innovation and simplicity of the U-Can range and the adverts are deliberately glossy in their overall design which is unusual for the promotion of products of this type.
“We are launching the adverts during Easter and then again during the May Bank holiday weekend and hope they will drive footfall to B&Q stores during some of the busiest trading weekends of the retail DIY season."