Brand Strategy and Advertising
La-Z-Boy makes the world’s best-selling recliners. And for the first time, they’re putting marketing spend behind the brand in the UK.
We were appointed to devise their first ever above-the-line UK campaign to reposition the brand in the UK market.
La-Z-Boy is looking to reposition the brand and expand their audience base. Our research showed that people wanted real comfort when purchasing a sofa, so our new campaign focussed on the emotional side of purchasing. It’s about comfortable moments with loved ones – lazy Sundays, nights cuddled up with a glass of wine and playing with the kids on the couch.
The campaign “Connoisseurs of Comfort” shows that not all of La-Z-Boy’s experts wear lab coats. With wit and tenderness, their research team includes loveable characters like Mr. Caesar, an Irish setter with a PhD in comfort and lazy Sundays, and relatable families like the movie-watching Clarkes, go-to experts in durability and quality control.
The nationwide campaign includes TV, press and paid online, aimed at claiming a more emotional space for the brand in what is usually a function-focused category.