Out With The Old

Crate & Barrel started in 1962 as a 1,700-square-foot store in the Old Town section of Chicago. It now has more than 110 locations in the U.S. and Canada.  They are known for their house wares and home furniture and have spent relatively little on media each year—about $3 million in 2011.  All of that is about to change. 

They recently got rid of their lead agency called Dangel, which is in Lake Forest Ill. And have replaced then with a company called TBWA\Chiat\Day in Playa Del Ray, Calif.  They are expected to spend around $10 million to start.  Most of Crate & Barrel’s advertising dollars have gone to printing costs, catalogs and sales circulars particularly. Their plan is to spend money on a mix of media channels while they attempt to attract younger shoppers.

This new advertising partnership was just announced today and I believe it will make a world of difference for their sales.  Crate & Barrel is turning 50 years old and they need to widen their target audience.  Advertising to younger customers means advertising where they are looking, seems simple to us since we are advertising majors and part of a cool group like Radvertising on Facebook, but to them it is something they have just figured out.  Whenever a product or company changes something about their image or packaging, or they come up with a new “off the wall” campaign, it seems to breathe new life into their position in the marketplace.

I’ll be looking for their new ads.  I’m anxious to see how “TBWA\Chiat\Day” tries to attract younger people.  Happy Birthday Crate & Barrel!   

McMains, A. (2012, April 06). Crate & barrel finds new lead agency tbwa\chiat\day la succeeds phenomenon. Retrieved from http://www.adweek.com/news/advertising-branding/crate-barrel-finds-new-lead-agency-139458