B&Q switches focus from price to 'unloved rooms'

B&Q: launches unloved rooms campaign next week
B&Q: launches unloved rooms campaign next week

B&Q is shifting its attention from price messaging to "unloved rooms" for its multimillion-pound summer ad campaign.

The 'Unloved Rooms' campaign will launch on TV on Wednesday 19 June and aims to position the retailer as a source of "advice and inspiration".

B&Q’s latest drive comes after it launched a high-profile campaign in February under a "handy prices" banner, which attempted to promote its shift to an "everyday low-pricing" strategy.

David Hutchinson, acting marketing director at B&Q, said the ‘everyday low prices strategy’ and the ‘unloved rooms’ creative idea will sit alongside each other as part of a five year strategy.

He explained: "It’s a long term commitment. It’s a business wide initiative and not a marketing campaign that will be here today and gone tomorrow." 

The ‘unloved rooms’ idea is based on a study conducted by the retailer, which found that 54% of homes in Britain have at least one unloved room in the house, meaning there are nearly 14 million rooms in the UK that have been "neglected".

Hutchinson said: "When we discovered that more than half of the homes in the UK have an unloved room and that the average customer believes that it will cost over £1,000 to transform those rooms, we wanted to act.

"We aim to reassure them that, with B&Q, it doesn’t require as much money as they believe. With just some clever touches, they can transform those rooms and fall in love with their homes again."

The 60-second and 30-second TV spots will be supported by a large-scale press campaign, alongside online activity via B&Q Club loyalty scheme and the brand’s Facebook and Twitter pages. 


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer