Bed Bath & Beyond Returns in Campaign from Arts & Letters

The icon of home is back and it’s more beyond than ever! Bed Bath & Beyond will be working with Arts & Letters on its new platform and campaign - this marks the agency/brand's first time partnering together. The new integrated marketing campaign, 'An Icon Returns' will come to life across screens—from the new website to TV to the big screens of Times Square beginning Wednesday, November 1st. 

Bed Bath & Beyond is a trusted home furnishings brand that consumers know and love. When the brand re-emerged in August as an online retailer with more inventory and affinity than ever, consumers, media and social were abuzz.

To help celebrate the new Bed Bath & Beyond’s return and all of the possibilities born of their new digital-only existence, the campaign 'An Icon Returns' is the first of its new 'Beyond' brand platform which begins to showcase the breadth of product offering for all of life’s moments, big and small, from this beloved company. 

The fully integrated launch campaign, which taps into the iconography and nostalgia of the legacy brand’s legendary coupon to get people excited for its new era, launches on Nov 1st across the US, including advertising in film, print, digital, OOH, and more. The OOH elements are set around New York City in November: including massive billboards in Times Square and city bus wraps, and a full Penn Station domination and taxi toppers coming in early December. 

“We’re honoured to have the chance to bring such a beloved and iconic brand back in a new and inspiring way,” said Charles Hodges, founder and executive creative director at Arts & Letters. “We built the new ‘Beyond’ platform very purposefully to be able to celebrate everything that now exists in the entirely online experience.”

Hodges commented, ”We then wanted to find a way to launch it in a way that would both capture how fans feel about the brand, but also give them even more to be excited about. We settled on the coupon as the key activation and then just kept asking ourselves what are the most inspiring, yet also accessible places it could show up. Placements like Times Square made sense, as did digital display, but then the commercial itself also felt like another place it could be even more resonant. It felt like something we hadn’t seen before and felt right for the moment the brand is in. It’s familiar, but also entirely new. Bed Bath & Beyond is now wherever people want it to be, so it just felt right that the coupon could be something that could also meet the audience wherever they are. It’s an exciting new era for the company and we couldn’t be more excited to be a part of it.”