JAY-K is definitely a “Brand We Believe In.”

In our new campaign, we go right after the big box stores. Walk into a big box store and you’re likely to be approached by a high school kid (nothing personal) who doesn’t know much more than what you can read on the label. Walk into JAY-K and you’re talking to experts. People who have worked in the field, and know the products inside and out. They’ll tell you what you need to do, and help you find the best way to do it. I confess they’ve saved me many times by making sure I had exactly what I needed rather than what I thought I needed. We believe in JAY-K, which puts decades of experience at your disposal.

They do know Jack about home improvement. Ads and store promotion will begin on Monday March 7, 2011.