Jo-Ann Stores Crafts a New Image

Fabric, Craft Retailer Puts $35 Mil. Behind Liggett-Stashower Ads
CHICAGO–Jo-Ann Stores, the country’s largest fabric and craft retailer, focuses on people rather than products in its first national branding campaign.
“It’s a different look and feel than what we have done in the past,” said Barb Semen, marketing vice president for the company. “The whole purpose of it really is to identify more with our customers.”
After unifying all of its stores under the Jo-Ann name and developing a megastore concept, the Hudson, Ohio-based company is putting $35 million behind the branding campaign.
The work, which includes print, direct mail and a TV spot from Cleveland agency Liggett-Stashower, is built around the theme “I am.”
A 30-second TV ad using the tagline “Experience the creativity” launched over the weekend on HGTV and select cable stations.