Stone Ward Bows Surplus Warehouse Ads

DALLAS Stone Ward Advertising has launched a new image campaign for Surplus Warehouse that introduces “Build more. Spend less” as a tagline, the shop said.

Created by the Little Rock, Ark., agency, the regional effort for the building material supplier targets professional contractors and the average do-it-yourselfer, the shop said. The campaign includes TV, print, direct mail and point-of-sale elements.

“Surplus Warehouse offers deep-discount building supplies, so our goal was to have a campaign that clearly captures the value customers receive when they buy from us,” said H.R. McDonough, marketing director for E.C. Barton & Company, the parent firm of Surplus Warehouse. “I think this campaign does exactly that.”

In “Front Door,” the spot opens with a homeowner basking in pride as he installs a new front door. When he closes it, he finds that half the door is missing. As he stares in disbelief, a voiceover says, “If you’re not shopping for building supplies at Surplus Warehouse, you’re not getting nearly as much for your money.” The spot ends with the tag and two raccoons entering the house through the void left by the half door.

Two additional 30-second spots, “Kitchen Cabinet” and “Bathroom Floor,” will carry a similar message, the agency said. All three ads will run on cable venues such as TNT, ESPN and Fox News, in addition to local network affiliate stations in select markets.

Print ads begin appearing mid-August in local newspapers and shopper magazines throughout Surplus Warehouse’s 54-location territory.

Based in Jonesboro, Ark., Surplus Warehouse’s merchandise includes closeout, discontinued, buy-back and select import items at outlets in Arkansas, Missouri, Tennessee, Florida, Texas and Mississippi. The chain has been a client of Stone Ward for two years. Media spending is undisclosed.