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Williamsburg Store Launches Campaign

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ATLANTA Cashman + Katz said it has released a campaign for Yankee Candle that rebrands its flagship store in South Deerfield, Mass., and introduces the company's second flagship location in Williamsburg, Va.

C+K was selected without a review to provide creative and media buying for the scented candle manufacturer. The South Deerfield client previously produced its advertising internally.

The independent Glastonbury, Conn., shop changed the names of the stores to Yankee Candle Village from Yankee Candle. C+K also developed the tagline "Quite an unusual place" for the company's advertising.

The work includes print, radio and outdoor ads in the South Deerfield and Williamsburg markets that will run throughout the year. Television ads will be added later this year.

"Yankee Candle Village is more than just a store. It is a unique, all-encompassing destination," said Stephen Farley, senior vice president of retail at the company. "It is important for us to communicate that in all our advertising and marketing, and Cashman + Katz's approach was perfect."

Yankee Candle sells its products through more than 300 company-owned stores and about 15,000 other retailers. The flagship stores contain entertainment, dining and holiday decorations throughout the year. The Williamsburg store includes interactive demonstrations of the candle-making process.

Spending on the campaign was not disclosed.