Pitting the company against the established ‘big boys’ of the trade, family-run Howe Tools will harness a mix of online, radio and billboard advertising to build on the company’s reliability.

One of the adverts reads: “100% reliability, 0% bulls***”

Tim Howe, co-founder of Howe Tools, said: “We’ve been told we’re the trade’s best-kept secret, so we hope these risqué ads will raise a smile and get people talking about us.”