After a major acquisition, YellaWood’s advertising footprint increased by 200%.
“We had to rethink everything. Nearly two-thirds of our geography was new to us. We had new retail partners, new competitors, and new markets full of homeowners who had never heard of our brand.”
- CMO, James Riley
The product is traditionally seen as a commodity. We identified a more relatable positioning that built on the growing trend of “outdoor rooms” designed by the customer.
BRUNNER got home owners excited about building projects to create their own personal oasis through an engagement-driven, multichannel campaign. Centered on a Decklaration of Independence, we featured homeowners relaxing in their backyards, enjoying the fruits of their labor.