Boston Interiors Bows ‘Fresh’ Campaign

BOSTON Fresh Cut Grass has introduced ads for Boston Interiors tagged “Your furniture has arrived.”

The campaign, which includes TV, print, radio, direct mail and public relations, emphasizes that the client offers attractive, well-made furniture at affordable prices.

“Our research found that, after being in business for over 25 years, and spending generously on advertising, awareness of our stores was quite low, although customer satisfaction and retention was very strong,” said Ken Loring, president of Boston Interiors, in a statement.

Sherborn, Mass.-based independent shop Fresh Cut Grass picked up the business after cold-calling the client in March with an idea for a campaign. The ads mark the agency’s first work for the furniture company.

“It’s a very cool store that does have a niche market here, but they hadn’t been communicating that very well,” said Francine Shannon, president and co-founder of Fresh Cut Grass. “When we were setting up our own offices, we furnished the entire suite through Boston Interiors, and discovered that our friends, people in our real lives, didn’t even know who they were. The advertising needed to be refreshed to paint a clearer picture of what to expect when shopping at a Boston Interiors.”

The work is airing on Boston network and cable television and on Boston and Cape Cod radio. Print ads will run in The Boston Globe and elsewhere.

Spending was not disclosed, but it is likely in the low- to mid-six figures.

Independent Fresh Cut Grass’ client roster also includes the Boston Ballet and MicroOptical.