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Hayneedle Launches First National Advertising Campaign
Online furniture and home décor retailer Hayneedle.com has launched its first national advertising campaign that will include a variety of television, print, digital display and digital radio ads.
The retailer said the campaign, titled “For the love of home,” doesn’t tout product sales or highlight value-driven items such as free shipping, but is an emotional appeal to the non-material elements of a home.
“We know that ‘home’ is much more than just furniture and décor, and we wanted such values to be communicated in our marketing and communication efforts,” said Jeremy Podliska, vice president of marketing at Hayneedle. “We know that this campaign is a departure from anything else in our commoditized category. We want to refresh and stir up the category by going back to the basics of what ‘home’ can mean for families in today’s world.”
A 60-second TV spot titled “At the end of the day," anchors the campaign, featuring cities where the people are noticeably missing. Offices and restaurants appear almost empty, deserted carts in grocery stores and streets without cars and pedestrians — driving curiosity about where all these people might have gone.
In a sometimes cold world, the spot demonstrates the power of going home to a place that is genuinely loved and full of love, Podliska explained.
The remainder of the vignette offers a look into several homes, filled with various types of families and friends sharing joyful moments — offering a glimpse into the American home life of today’s world.
The campaign launched this week with television spots on cable and broadcast networks ABC, NBC, Fox, HGTV, Bravo, BBC America and Food Network.
Based in Omaha, Neb., Hayneedle was founded in 2002 as Hammocks.com. and evolved into a retailer of a wide range of home furnishings and décor. It is a unit of Jet.com, an e-commerce retailer that was acquired last year by Wal-Mart, but is operated as a separate entity.