NEW YORK Office Depot today said it would launch a number of marketing initiatives this week, including a new ad campaign under a "Taking care of business" umbrella theme.
Part of the launch includes a new multi-year sponsorship with Nascar under which Office Depot becomes the sport's first "official office products partner."
A campaign, via BBDO, New York, will include two TV spots ("Architect" and "Decorator") and radio ads that show how Office Depot is "the partner that successful business people depend on to provide the essential tools they need to get the job done right," according to a representative of the Delray Beach, Fla., company. The spots play out to a version of Bachman-Turner Overdrive's song, "Takin' Care of Business," and include a voiceover offering, "You take care of business, we take care of you." The work touts the company's national buy-two-get-one-free sales event through Jan. 23.
Campaign spending is undisclosed. Office Depot spends about $90 million annually on advertising, per TNS Media Intelligence/CMR.
In addition, the Nascar sponsorship will be incorporated into the campaign through Nascar-themed customer promotions, point-of-purchase and other marketing activities as part of the company's efforts to attract small-business owners.
"The decision to utilize 'Taking care of business' was built on our company's in-depth understanding of office supply customers, their needs and their perceptions of our brand," Neil Austrian, chairman and CEO, said in a statement. "This is a strategy that has galvanized and re-energized our company, providing momentum and a distinct message that we believe will strongly resonate with our core customers."
Austrian said the cross-promotion "creates a powerful marketing platform for Office Depot, reaching millions of customers where the Nascar association has shown to be a true differentiation point in purchasing decisions."
—Brandweek staff report