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Aiming to capitalize on the popularity of home-makeover shows, Campbell-Ewald is developing a campaign set to break March 1 for Pier 1 Imports that uses a new strategy and spokesman, Queer Eye for the Straight Guy’s Thom Filicia.
Filicia’s selection, confirmed last week by Pier 1, followed a search of nationally known inte- rior designers. “We decided to start working on a new campaign that focused more on how you can utilize Pier 1 merchandise and products,” said Phil Schneider, evp of marketing at the Fort Worth, Texas-based home-furnishings retailer.
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