Crate & Barrel will attack the holiday season with a wider breadth of advertising than in past years, using radio and outdoor ads to complement print work in an effort to show shoppers it offers more than housewares with a solid, straightforward design.
The campaign from McConnaughy Stein Schmidt Brown here touts the retailer's holiday-oriented items, as well as the basics needed for year-end revelries, said Heidi Musachio, account supervisor at MSSB. With 80 stores in 15 markets, Crate & Barrel needs to show it's "not just a local housewares shop," Musachio said.
Local print work has long been the Northbrook, Ill.-based company's sole medium, although it did air a TV spot from MSSB last Christmas. No TV is planned this year, but the chain will air sprightly radio ads in all markets except Los Angeles, Musachio said. Backed by a jazz score, one ad humorously compares being caught short a fork at a holiday dinner with having too few lifeboats on a sinking ship.
Crate & Barrel spent $4 million on ads last year, according to Competitive Media Reporting.