La-Z-Boy Names Kristen Bell as New Brand Ambassador

October 16, 2018  by Laurie Northington in Business Strategy, Industry   

Launched in 2011 and featuring a mix of celebrity style, humor and unexpected La-Z-Boy furniture, the campaign aimed to educate consumers that the company makes far more than just the iconic recliner it invented more than 90 years ago. 

Spanning television, print and online, the "Live Life Comfortably" campaign has resulted in significant sales growth for La-Z-Boy across a range of product categories, including stationary sofas, sectionals, chairs and home accents. In order to continue to elevate the brand, the company decided to take the campaign in a new direction.

"We have been extremely fortunate to engage and entertain consumers in a way that has surpassed all expectations," said Doug Collier, SVP and chief commercial officer. "While the campaign, centered around our brand ambassador, has played a major role in attracting new consumers to the La-Z-Boy brand, we know taking a new approach can afford us additional growth opportunity."

Bell will take on the role of brand ambassador to further raise awareness of the company’s style, comfort and quality.

"Kristen has an authentic, genuine personality and a charming sense of humor," said Eli Winkler, vp of marketing. "Her openness about the importance of balancing work, relationships and family, coupled with the fact that she already has La-Z-Boy furniture in her home, make her a great fit for La-Z-Boy."

The new "Live Life Comfortably" campaign featuring Kristen Bell is expected to launch in mid-2019.