Canadian furniture makers unite under new marketing campaign

More than 100 furniture manufacturers across Canada are now marketing themselves under the “Quality Canadian Furniture” banner with a $1.2 million marketing campaign in the hope that the desire to buy local will extend to home furnishings. The “Quality Canadian Furniture” label, a new website and an ad campaign with the slogan “Don’t let just […]

More than 100 furniture manufacturers across Canada are now marketing themselves under the “Quality Canadian Furniture” banner with a $1.2 million marketing campaign in the hope that the desire to buy local will extend to home furnishings.

The “Quality Canadian Furniture” label, a new website and an ad campaign with the slogan “Don’t let just anyone into your home,” launched Monday.

“Consumers want to know who they are doing business with,” said Jean Francois Michaud, president and CEO of the Quebec Furniture Manufacturers Association (QFMA), in a release. “The majority of the population consults the Internet before going into a store to make a purchase.”

Quebec agencies Egzakt and Uranium Interactive developed the website, while Made in Media produced the creative for the campaign.

Spearheaded by the QFMA, the campaign includes billboards in major cities, print ads in furniture trade magazines and public relations.

Locally made goods will also be clearly marked by banners and stickers in retail outlets, said Terry Clark, president of Acme Furniture in Winnipeg and president of Furniture West, the association of furniture manufacturers for Western Canada.

“We understand that consumers are becoming more and more conscious about country of origin in a lot of consumer products they purchase, but particularly furniture,” said Clark.

Research by the QFMA showed that female consumers influence up to 94% of decisions regarding home furniture, and the website provides information on the latest trends, decorating ideas and solutions for furniture upkeep, as well as the advantages of buying local furniture.

Brands Articles

Toronto waterfront neighbourhood gets a creative rebrand

Raw Design invites young creative Torontonians to herald City of Arts

Hershey spreads Reese brand into new market

Consumer demand pushes new product into competition with Nutella

Bullseye – Remember Equity?

Campaigns used to run for years. But as Mike Tennant observes, marketing has become mostly short-term plays

Douglas Coupland to create 3D artwork for Simons

National tour of retail locations will culminate in 2019 unveiling

Walmart.ca to offer online grocery pickup orders

Service launching in Ottawa at 11 locations

WestJet’s expert social media response to bomb hoaxes

The airline's transparent approach has helped calm nerves

Lexus gets Maclean’s cover treatment

Automaker gets in early on cover/table of contents offering

Kids Help Phone reaches out with fundraising campaign

Charity's first mass campaign since 2012 targets female donors