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Ogilvy & Mather dispenses quirky home improvement tips in positioning Orchard Supply Hardware as a more customer-friendly alternative to larger retail chains.
“They wanted to carve out a niche and personality,” said Mitch Gordon, a group creative director at the Chicago agency. “The thing [Orchard] has been able to hold onto is customer service.”
Sears, Roebuck & Co., an Ogilvy client, bought the Orchard chain in 1996. Ogilvy landed the business in March 2000. It previously had been handled at the San Francisco office of Sears’ other roster shop, Young & Rubicam
Six television spots from Ogilvy began airing last week.
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