B&Q has been an incredible retailing success over the last decade. Along with the warehouse store format, advertising has played a critical role. The campaign featuring members of staff was designed to encourage consumers to take on more DIY projects by providing the confidence and re-assurance that 'You Can Do It'. The case demonstrates that between 1999 and 2003 for every £1 spent on the B&Q Staffer campaign between 1999 and 2003, £21.58 of turnover and £2.06 of operating profit was generated