Bed Bath & Beyond Unveils New Campaign Under A ‘Home, Happier’ Tagline

It’s the first under Chief Brand officer Cindy Davis

Richard Collings

By guest author Richard Collings from AdWeek

Bed Bath & Beyond on April 12, 2021,unveiled what chief brand officer Cindy Davis described as one of the largest—if not the largest— brand campaigns in the retailer’s history, featuring the new tagline “Home, Happier.”

“It’s one of the most comprehensive campaigns we’ve ever done,” she said.

It is also the first under Davis, who was hired last May as part of an overhaul of the C-suite by CEO Mark Tritton, who was charged with turning around the brand.

Fifty years in the business

The all-encompassing national television ad campaign was one of the primary reasons Tritton brought in Davis, said Eric Mangan, director of communications at Bed Bath & Beyond. The company developed the campaign with lead brand agency Muh-tay-zik Hof-fer, which was selected earlier this year following a review, Davis said.

The messaging is timed to coincide with the company’s 50th year in business. It’s part of the retailer’s overall three-year transformation and growth strategy, which includes launching several in-house “owned” brands such as Haven, Nestwell and Simply Essential, and renovating and streamlining the look and feel of 450 of its stores.

Davis said the campaign re-establishes Bed Bath & Beyond’s authority in the home goods category and invites shoppers to return to its stores and rediscover the brand, given all of its new offerings.

70% of customers say home is more important than ever

As for the tagline “Home, Happier,” in studies, the retailer found that 70 % of consumers say the home is more important than ever, with 80 % describing the home as a sanctuary, she explained.

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“Home is connected to how happy we are. When we’re happy at home, we’re happier overall,” Davis said.

The imagery of the campaign focuses on all the ways the home makes people feel content, including through decoration and organization choices.

The brand aims to show consumers how Bed Bath & Beyond can help them achieve a desired look or feel for home redesigns, Davis explained. “They want ideas, not just items,” she said.

It was also important the ads themselves had authenticity. Due to the pandemic, Bed Bath & Beyond chose to cast real families. “What it really brought was a whole other level of authenticity to the emotions you’re seeing,” Davis said of the spots.

The campaign will initially premiere April 12 on digital and paid social channels, while a 30-second spot will be introduced on April 14 on national broadcast television, cable and on streaming platforms such as Hulu. The campaign will also appear in print and across all touch points, such as on in-store signage, email and in brand launches.

“It will be pervasive,” Davis said.