Bed Bath & Beyond is launching a new brand campaign as part of its ongoing effort to reinvent the company and position itself as an authority in the home products marketplace.
The “Home, Happier” initiative will feature the omni-channel customer experience, both in-store and online, that inspires customers to celebrate the important role home plays in their lives.
Cindy Davis, Bed Bath & Beyond’s executive vice president and chief brand officer, said a recent study conducted by the retailer found that 69% of Americans said their home impacts their overall happiness. Additionally, more than 8 in 10 said that when they are happy with their home, they feel happier overall.
“With these and other key findings as inspiration, we are reimagining our brand by helping customers unlock the magic in every room with everything they need to ‘Home, Happier,’” she said. “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 integrated campaign will be anchored by a 30-second anthem TV spot airing nationally beginning April 14 and 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, email and display.
The introduction of “Home, Happier” is a critical part of Bed Bath & Beyond’s three-year transformation plan that also includes the in-store customer experience, the customer journey and ongoing plans to expand the retailer’s owned brands.
Later this month, Bed Bath & Beyond plans to relaunch its Haven bath brand as a true Owned Brand, providing a spa-inspired assortment of organic cotton products and more, to help customers create their own bath sanctuary.
In May, the company will launch Simply Essential., a new owned brand assortment at opening price point, that will include more than 1,000 household essentials for use throughout the home. A total of at least eight owned brands will launch before the end of February 2022.