B&Q has found a unique way to market is latest 'loss leading' loft insulation deal.
The chain has given away enough rolls to insulate all the homes in what could possibly be Britain's coldest road.
From this Friday (March 13) B&Q will be offering Knauf 'space blanket' loft insulation for just £3.98 a roll, down from its normal price of £11.98.
Not as cheap as the £1 a roll deal earlier this year, but still something smaller retailers will not be able to keep pace with.
The deal, like the £1 a roll is paid for through controversial CERT funding, is a government backed scheme in which energy firms prove their green credentials by subsiding home energy schemes usually via the big DIY sheds.
Chris Pateman, managing director of the BMF recently branded CERT funding as a 'complete nonsense in reality'.
B&Q and the manufacturer donated rolls to residents of Coldhome Street in the small town of Banff, Aberdeenshire.
Aberdeenshire is also home to Bremaer, officially the coldest measured spot in Britain according to the Met Office
It is also the place where the coldest day in modern history was recorded on 10 January 1982 when temperatures plunged to minus 27°C.
Presenting the free insulation to the residents general manager for B&Q in Elgin, Roger Bodden, said: "There's no doubt Aberdeenshire can get pretty chilly during the winter and this insulation should make a considerable difference to both their warmth and their wallets."