Surely just a PR stunt?
Almost certainly. Especially the supposed "rider" in the -Mail - "DO NOT DISCLOSE".
Wonderful piece of innovative Marketing, & totally free.
1-0 B & Q.
unfortunately you learn after a while that all that good stuff you read about (e.g. Tiger Bread at Sainsburys, etc) is all just well orchestrated PR.
feels a bit hollow, then.