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Crate and Barrel Launches New Integrated Branding Campaign

Furniture World News


home furnishings destination Crate and Barrel announced the launch of its national campaign, created by Los Angeles-based agency TBWA\Chiat\Day. The integrated, multi-platform campaign will debut on national primetime television on September 10 th with a first-look via the brand's social channels in late August. This will be the brand's first comprehensive advertising effort since 2007 and dovetails with the brand's 50th anniversary.

Aimed at forging a deeper, more relevant brand association with consumers, the campaign celebrates shared everyday moments and life milestones through Crate and Barrel's signature Helvetica font. Thirty-second films with titles including "Now&Forever," "Friends&Giving," and "Mom&Daughter" spotlight a range of relationships and universal life experiences.

"This campaign creates a deeper emotional connection with our customers by honoring those moments in which the brand plays a role in their lives," said Jennifer Olsen, Crate and Barrel Chief Marketing Officer. "Through stories they can relate to and identify with, our campaign evokes the history and iconic identity of Crate and Barrel, which has become a part of the fabric of our culture. It is a celebration of all that Crate and Barrel stands for as a brand."

The campaign will also feature a new direction for Crate and Barrel's catalog. The Holiday print catalog will be unveiled on October 16 th with a fresh editorial point-of-view, featuring real families and personalities, and including strong callouts to web and mobile engagements.

Patrick O'Neill, Executive Creative Director, TBWA\Chiat\Day, Los Angeles, stated "We wanted to capture that feeling when you walk into a Crate and Barrel store, or see the iconic box in your mailbox. It's the excitement and anticipation of what amazing things could happen and the Crate and Barrel brand has always been about that."

The national campaign will include television, print and digital and marks Crate and Barrel's first return to television advertising in five years. The campaign will launch during network primetime season premieres of "Dancing with the Stars" and "The Voice" as well as the Emmys; select spots will be available through crateandbarrel.com in late August.

For a first look at the campaign, please visit crateandbarrel.com/films.

About Crate and Barrel: Working directly with European ateliers and factories to import their products, Crate and Barrel was among the first retailers to make contemporary tabletop and kitchenwares affordable to American consumers. Now in its 50th year, Crate and Barrel is a multi-channel family of brands and an internationally recognized industry leader, known for exclusive housewares and furniture designs, excellent value and superb customer service. To learn more about Crate and Barrel, visit www.crateandbarrel.com.

About TBWA Worldwide

TBWA\Chiat\Day, with offices in Los Angeles and New York, was named the Shoot magazine Agency of the Year in 2011. TBWA\Chiat\Day is part of TBWA Worldwide. TBWA Worldwide (www.tbwa.com) creates Disruptive Ideas expressed through Media Arts for global clients, including ABSOLUT, Accenture, adidas, Apple, Energizer, GSK, Henkel, Infiniti, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank, Singapore Airlines and Visa. TBWA is ranked as a Top 10 worldwide advertising agency and was recognized by Advertising Age in 2010 as the "Best International Network of the Decade." TBWA has 274 offices in 100 countries and over 11,000 employees worldwide.

TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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