Crate and Barrel Launches New Integrated Campaign

Today, leading home furnishings destination Crate and Barrel announces 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 10th 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 catalogue. The Holiday print catalogue will be unveiled on October 16th 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.