BACKGROUND: Godfrey is an independent, established DIY retailer with stores in Norwich, Fakenham, Gorleston, Stowmarket, Diss and Thetford. It has a wide range of products and prides itself on its high levels of customer service.

BRIEF: To position Godfrey in the marketplace as more than just a DIY store, offering a wide range of products for the home and garden and highlighting its unique levels of customer service as a point of difference.

IDEA: Introduction of experienced members of staff in marketing communications and segmenting different product categories to get across the large range of products available.

RESULTS: Successful branding campaign has been implemented using outdoor, leaflet distribution, press, radio and television.