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Hafod Hardware takes home Marketing Initiative award at DIY Week Awards 2018

Added: 17 May 2018 - Kiran Grewal

The best of the home improvement and garden industry gathered at the Park Plaza Victoria Hotel in London on Friday, May 11 to recognise excellence across the breadth of the market, from forward-thinking companies to innovative products and inspirational people.

The Marketing Initiative award was handed to Haford Hardware for capturing the imagination of Wales and the rest of the UK with its homemade festive advert that cost just £6.99 to make.

The heartwarming two-minute film, which was filmed in the shop in Rhayader and the beautiful Elan Valley, had a huge reaction on social media and had been picked up by Welsh news outlets, as well as the nationals.

Thomas Jones, who helps run the shop with his grandparents, Pauline and Alan, told DIY Week: "We wanted to show that you don't need John Lewis's budget of £7million to create something special. Instead, we made this for £7."

The ad depicts Mr Jones making a series of deliveries on Christmas Eve to Haford Hardware's customers; speeding through the stunning Welsh landscape on a motorbike. The £6.99 budget for the film was apparently spent on the red present sack Mr Jones uses to deliver the items. 

The feel-good film even includes a nod to the famous Two Ronnies hardware sketch, with a shot of Mr Jones delivering 'four candles'.

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