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.