While Better Homes & Gardens was a recognized interiors brand, they were not known for furniture. BH&G isn’t just a magazine. It is a lifestyle. We had to convince the furniture industry gatekeepers, who were primarily middle-aged white men unaware of the power of the Better Homes & Gardens brand, to open up the floor to furniture bearing a magazine’s name.

In order to successfully launch this new line, we leveraged the aspiration and brand recognition behind Better Homes & Gardens. As part of this effort, we immersed both consumers and buyers in the lifestyle the new furniture line aimed to embody. We had to educate the buyers with the consumers’ points of view.

Campaign Components