The country’s largest chain of home furnishing stores said Monday (April 12) that it was doubling down on its recent investment to boost its lucrative private label brands via a major new promotional campaign.
“Home, Happier” will be expressed via the omnichannel customer experience and a new marketing campaign that “inspires customers to celebrate the important role that home plays in their lives,” according to the announcement.
Bed Bath & Beyond’s “Home, Happier” brand campaign is geared toward the firm’s “belief that a home is a feeling that is created by every moment, in every room,” according to the announcement.
The integrated campaign will be anchored by a television commercial airing throughout the country beginning April 14 and showcases a collection of creative assets buttressed by an omnichannel paid media plan, with the inclusion of streaming online video, national broadcast and cable TV, print, paid social, email, in-store and display.
The debut of the “Home, Happier” effort is an essential part of the firm’s three-year transformation roadmap that also encompasses the in-store shopper experience and the customer journey as well, according to the announcement.
The news comes two days before Bed Bath & Beyond is scheduled to report its earnings and after the company said in March that it was rolling out the first of eight new private label brands.
Nestwell offers a collection of blankets, sheets, mattress toppers, pillows, bath accessories, duvets and bath towels. Prices for the collection range from $6 for washcloths to in the range of $30 to $120 for sheets.
Joe Hartsig, executive vice president and chief merchandising officer at Bed Bath & Beyond, said in a previous release that the brand will provide “bedding and bath products that bring that cozy feeling to our customers’ routines and make beds easy to make and hard to leave.”
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