George and Kirstie.

TV stars to front B&Q campaign

Published:  02 February, 2011

LONDON: B&Q has signed TV celebrities Kirstie Allsopp and George Clarke to front a campaign to give consumers ideas for home decoration.

Ms Allsopp, who stars in property show Location, Location, Location will host B&Q's ‘making it easier’ campaign alongside Mr Clarke, star of The Home Show.

The content-driven campaign is aimed at giving B&Q customers tips and advice on reusing, recycling and redecorating with in-store appearances by the celebrities and online at www.diy.com.

Both Ms Allsopp and Mr Clarke join celebrity gardener Alan Titchmarsh, B&Q's existing brand ambassador and gardening expert.

Euan Sutherland, chief executive, B&Q and Kingfisher UK, said: “The campaign is part of the DIY giant's efforts to make doing it yourself easier for consumers and complements existing how to guides, in-store project advisors offering a personal shopping service and ‘You Can Do It’ classes in selected stores.”

Katherine Paterson, who joins B&Q as marketing direction this month, has indicated that the challenge B&Q faces is changing perceptions that it is all about heavy duty DIY and building and raising awareness of its range of home furnishings and decorating.

Ms Paterson, a former Asda marketer, was appointed by B&Q in September, and restored the marketing director position to the board for the first time since 2008.

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