Leon's A part of the family

Leon’s repositioning brings family to the fore

New messaging shifts from promotions to furniture's role in people's lives

Leon’s Furniture has launched a campaign that introduces the brand’s new creative platform, “Part of the Family.”

The campaign is part of Leon’s brand re-positioning, which sees the 107-year-old retailer move away from being promotionally driven, a focus for the past 20-plus years.

Research conducted at the end of 2014 and throughout 2015 found there was tremendous loyalty to the brand, said Andrea Graham, who heads up marketing at Leon’s.


“The brand wasn’t broken by any means, rather it has a lot of equity, and has literally been sold to generations of Canadians,” she said. “We had a lot of great [things] to build on, but we realized there was an opportunity to create an emotional connection with our customers going forward.”

The new creative platform was developed by Taxi 2, which won the Leon’s account last March.  This is the agency’s first mass advertising campaign for Leon’s.

The national campaign launches with two 30-second TV spots. One shows a dad on the couch while his two high-energy boys play around him, while another shows a grandmother at the stove, creating her family’s favourite recipes.


“We wanted to put a focus on [the product] within the context of the life that’s lived around it,”said Daniel Shearer, general manager at Taxi 2. “As we landed on the notion of ‘part of the family,’ it struck a balance between celebrating the functional pieces of what we sell and the emotional context that wraps around it for Canadian families.”

The campaign also includes online videos and social media content, and will be followed up in May with a print campaign and third television spot later this year.

OMD handles the media planning and buying for Leon’s.

 

 

 

Add a comment

You must be to comment.

Create a Commenting Account

Brands Articles

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor

Belairdirect heads to medieval times in its new campaign

The brand is going back in time to show how easy insurance has become

Etsy’s Chad Dickerson defines the brand he wants to build

The maker marketplace's CEO talks growth and good business practices

Grindr CEO: The seductive trap all apps must avoid

Joel Simkhai on how his brand is all about the size... of his user base

McDonald’s gets personal with new ad campaign

Cossette creates a series of on-the-fly commercials in the back of a Whitby location

Factry launches to educate Quebec-based creatives

Sid Lee, A2C and others support interdisciplinary school opening this fall

Captain Morgan’s cottage hack

New campaign inspires Canadians to seize the summer in their own way

Sid Lee’s JF Bouchard gives an insider’s guide to C2 Montréal

The ad agency exec talks balancing his day job with an annual event

M&M Food Market to ditch trans fat by the end of 2017

If suppliers fail to meet the deadline certain products will be removed from shelves