B&Q has announced a two-year agreement with ITV which will see a brand new kitchen feature on the set of the channel's flagship daytime programme, This Morning, from this week onwards.
Viewers on Monday, September 3, were the first to get an eyeful of the show's newest kitchen and appliances, used in cookery features, along with an introductory strap-line announcing the product placement. The agreement is supported by an off-air licensing agreement allowing the retailer to use This Morning's logo across its product ranges in store and online.

The agreement also includes the launch of a dedicated area on itv.com with information about the partnership, product ranges and competitions. The partnership will also be supported with social
media by both parties.

B&Q's marketing director Katherine Paterson said: "Partnering up with the nation's favourite daytime programme is the perfect way to showcase our stunning kitchen range to their viewers. We have been working closely with This Morning to ensure that as many people as possible know about the partnership; through our social media channels right through to our website DIY.com; and we're looking forward to seeing the first of our kitchens on air today."

ITV Commercial's branded content manager Katherine Marlow said: "Naturally the real value of product placement stems from the seamless integration of a multi-platform campaign alongside on-air activity whilst still fulfilling a programme's editorial need - we believe that this collaboration with B&Q is a great example of this approach."