B&Q will try to persuade consumers to transform 'unloved rooms' with the launch of a new summer advertising campaign.
The programme focuses on the fact that most people have areas in their homes that could benefit from refurbishment, and aims to show that home improvements can be done at relatively little cost.

The 'unloved rooms' theme will promote the general concept of improvement projects rather than individual products, but will show that B&Q is a one-stop-shop for DIY and makeovers. Further activity based on the theme will be rolled out throughout the year.

The omnichannel campaign includes television, press and digital.

Meanwhile, Steve Robinson, customer director in charge of B&Q's omnichannel business, is leaving to join Achica after less than two years in the role. He will become chief operating officer at the online members-only homewares and fashion accessories retailer.

B&Q chief executive Martyn Phillips said Mr Robinson had "helped set the vision for omnichannel, and more importantly has helped to engage the business in the need to change how we work to become a powerful omnichannel force in the home improvement market.

"Having achieved these initial aims, Steve has decided that it is time to take up another role outside of the group and will be leaving us at the end of July."