Bed Bath & Beyond Launch “Home, Happier” Campaign

April 14, 2021  by Laurie Northington in Business Strategy, Industry   

"Home, Happier" is an expression of Bed Bath & Beyond's strategy to reinvent its business around the customer and is part of a comprehensive growth plan to further solidify itself as an authority in the $180 billion home market. The campaign will be brought to life throughout the omni-channel customer experience, both in-store or online, and through a new marketing campaign that inspires customers to celebrate the important role that home plays in their lives.

Cindy Davis, Executive Vice President and Chief Brand Officer of Bed Bath & Beyond and President of Decorist, said,

"For the past 50 years, we have made it easy for people to feel at home,” said Cindy Davis, EVP and chief brand officer of Bed Bath & Beyond and chief brand officer. “To learn even more about our customers, we recently conducted a study and discovered that a large majority (69%) of Americans agree that their home impacts their overall happiness. More than 80% of people agree that when they are happy with their home, they feel happier in general. With these and other key findings as inspiration, we are re-imagining our brand by helping customers unlock the magic in every room with everything they need to 'Home, Happier.' This is not only a promise to our customers; it is the building block of how we are transforming our business – so that everything we do is focused on helping our customers realize each room's potential so they can embrace the possibility in every day."

The fully integrated campaign will be anchored by a :30 anthem TV spot airing nationally beginning April 14 and features a suite of creative assets supported by an omni-channel paid media plan, including national broadcast and cable TV, streaming online video, paid social, print, in-store, email and display. 

The introduction of "Home, Happier" is a critical part of the company's three-year transformation plan that also includes the in-store customer experience and the customer journey. More than a tagline or campaign, "Home, Happier" is about everything Bed Bath & Beyond stands for as a brand in its relationship with customers' homes. 

Bed Bath & Beyond's retail associates will play an important role in bringing the campaign to every interaction with customers. As part of this evolution, the company will outfit store associates with uniforms that reflect the brand's identity, including aprons, new name tags, branded face coverings and more.

Bed Bath & Beyond also released several data points from its recent "Home, Happier" survey that inspired the company's new brand positioning. The survey findings highlight the importance of home in relation to one's overall wellbeing and delivers insights into the evolving role of the home within peoples' lives. Key findings include:

• People see their home as central to their overall happiness: 84% of Americans agree that when they are happy with their home, they feel happier in general. About eight-in-ten (78%) Americans say they feel happier at home compared to anywhere else. When asked which factors are most important to their overall happiness, their home is a top choice for 53% of Americans over money (37%), their job/career (29%), and their social life (23%). A majority of Americans agree that their home impacts their overall happiness (69%). 
• As our sanctuary, the home is truly where the heart is: Seven in 10 (70%) Americans say their home is more important to them now than it has ever been. 83% of Americans view their home as their sanctuary. 
• A key aspect of home happiness is aesthetics; when our homes look good, we feel good; if it doesn't, it negatively impacts our overall happiness: 71% of Americans agree that décor changes in their home can make a big difference in their mood. Two-thirds (66%) of Americans agree that when they dislike the way their home looks, it negatively impacts their overall happiness.