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.




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