HF&A Crafts First Ads For Carter Lumber

The Carter Lumber chain has operated in the Midwest for more than 66 years, using minimal advertising in growing from a modest base in Kent, Ohio, into a network of nearly 200 stores in 10 states.
But the marketplace has changed in recent years as home center superstores such as Home Depot and Lowe’s have gobbled up market share at the expense of independent and smaller operators.
Carter this week logs its first concerted response to those changes with a multimedia branding campaign from Hitchcock Fleming & Associates in Akron, Ohio.
Carter, which had never worked with an outside agency, brought in HF&A last fall.