B&Q signs up Kirstie Allsopp and George Clarke

Allsopp, who stars in property show Location, Location, Location and interiors programme Kirstie’s Homemade Home, will feature in B&Q’s making it easier campaign alongside Clarke, star of The Home Show and Restoration Man.

The content driven campaign will see Allsopp give B&Q customers tips and advice on reusing, recycling and redecorating through in store appearances, communication materials and online at www.diy.com.

Clarke will advise customers on maximising space and making homes more efficient.

Allsopp and Clarke join celebrity gardener Alan Titchmarsh, B&Q’s existing brand ambassador and gardening expert.

Euan Sutherland, CEO of B&Q and Kingfisher UK says the campaign is part of B&Q’s ongoing strategy to make DIY 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.

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.

Source : Rosie Baker - Marketing Week