Home improvements retailer B&Q has unveiled a £10m marketing campaign aimed at encouraging consumers to do more DIY in their homes.

It is the first campaign launched under the new marketing director Chris Moss, who joined in October.

It features a number of TV ads highlighting B&Q’s products and attempts to empower consumers to carry out their own DIY projects.

The campaign launched today and features the tagline ‘Unleash the B&Q in you’. In the ad shoppers wear B&Q’s famous orange aprons, which are synonymous with B&Q’s staff “and the help they give in store”, the retailer said.

Moss said: “Empowering people to pick up those home improvement tasks has been central to B&Q’s DNA for 45 years. It’s time to inspire people to ‘get up off the sofa’ and ‘unleash’ the gardener, painter or barbequer. We all have it in us to be great DIY-ers, sometimes we just need a little motivation and some helpful advice – which is where B&Q comes in”.

The campaign is the first to be created by WCRS in conjunction with B&Q.