Young & Laramore Wins Kraftmaid Cabinetry Business

Young & Laramore (Y&L), an independent, full-service advertising agency in Indianapolis, has announced a new business relationship with KraftMaid Cabinetry, the well-known cabinetry brand sold at Lowe’s, The Home Depot and independent dealer showrooms. KraftMaid is part of Masco Cabinetry, a division of Masco Corporation. 

Young & Laramore will be leading strategy and creative for the KraftMaid brand, after it completed a significant brand re-positioning assignment. KraftMaid engaged Y&L to refine its brand strategy in an effort to revitalize and differentiate it amidst increasing competition within the category. Young & Laramore is now working to develop a new creative strategy with executions reaching all essential brand touch points.

“We’ve been thoroughly impressed with Y&L’s thinking, exploration and creativity. The work we’ve developed together thus far has reinforced the essence of why we believe Young & Laramore is a great strategic partner and we are looking forward to continuing this momentum into 2015,” said Karen Brawn, Director of Marketing, KraftMaid Cabinetry.

“While we were excited to be working with such an iconic American brand as KraftMaid, we’ve been even more pleased with the relationship we’ve been able to develop with the KraftMaid team,” said Tom Denari, President and Chief Strategy Officer of Y&L. “We are enthusiastic about the direction this campaign is headed and we can say that the creative positioning and brand work truly challenges the way cabinets have come to be presented and sold within the category.”

Young & Laramore’s new creative work for KraftMaid will launch early in 2015, targeting both kitchen designers and consumers.