Bed Bath & Beyond has launched the “Home, Happier” omnichannel brand campaign, designed to inspire shoppers to celebrate the role the home plays in their lives. Home, Happier is part of the retailer’s strategy to reinvent its business around the customer, and is part of a larger growth plan to further solidify its position in the $180 billion home market.
The fully integrated campaign will be anchored by a 30-second TV spot airing nationally beginning on April 14. It features a suite of creative assets supported by an omnichannel paid media plan, including national broadcast and cable TV, streaming online video, paid social, print, in-store and email.
Associates will play an important role as well. They will be outfitted with uniforms that reflect the brand’s identity, including aprons, new name tags, branded face coverings and more. The new uniform is designed for comfort and to reflect Bed Bath & Beyond’s commitment to making customers feel welcome and enable them to easily find assistance.
“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,” said Cindy Davis, EVP and Chief Brand Officer at Bed Bath & Beyond and President of Decorist in a statement. “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.’”
Bed Bath & Beyond has taken several steps to improve its business in 2020. Prior to launching the Home, Happier campaign, it embarked on a $250 million technology upgrade, announced plans to invest $250 million in the 450 stores that produce 60% of its revenue, and laid the groundwork to launch eight new owned brands in fiscal 2021.