Department store business Bhs is launching a TV and press marketing campaign designed to “signal the real change” happening at the business.

Starting tonight during ITV1’s Coronation St, the 10 and 20-second adverts will run for four weeks nationwide.

Press adverts in The Sun, Daily Mail, Daily Mirror, Daily Express and Metro will start on Friday (September 14), and in supplements and women’s weeklies OK, Best and Woman’s Own.

The strapline – ‘You’ll Never Guess. It’s Bhs’ – has been designed to “create an appetite for reappraisal”, the retailer said.

Bhs chief operating officer Darren Topp said: “We are confident that this demonstrates a really good feeling for the brand very quickly.

“Producers JWT Cheethambell have captured the essence of our brand, giving us a strong creative platform on which we can continue to build awareness for our fashion and home key product areas.”