Breaking this week, a TV campaign by Great Southern Wood Preserving, Inc., Abbeville, Ala., will promote YellaWood pressure treated lumber to a new and more upscale audience for the brand: DIFMers. The two :30 spots, created by advertising agency Brunner, Atlanta, will run exclusively on Fox Sports Major League Baseball.
Yellawood's existing core audience is DIYers willing to build their own deck (also contractors, who remain a target). The new campaign is the brand's first effort to reach "experienced" homeowners (on their second or third home), with $100K+ household incomes. Predictably, the decks shown are expansive.
The campaign, titled "Decklaration of Independence," is a "category sell," with no mention of Yellawood (closing title card aside) or its features. Instead the focus is on the joy of living and socializing outside. YellaWood's competitors do not advertise to consumers, and the brand enjoys a commanding share of market.
In "No Rules," supered type names all the things you're not supposed to do indoors, ("no ball," "shut the fridge," "feet off the furniture," etc.), as those rules are happily flouted on the deck. VO states: "When you bring the indoors outdoors, there are No Rules."
In "Break Free," over fife and drum, we see an empty home and abandoned electronics. Everyone's out on the deck. VO: "America, it's time. Time to Break Free from the confines of your couch. To tear yourself away from the tyranny of technology. To revolt against a social revolution that's anything but social... It's time to build your Decklaration of Independence."
The campaign runs on regional TV in twenty mostly southeastern states, from Florida to Pennsylvania to Illinois to Texas, on MLB programming only. MLB's audience fits the two target markets, consumers and contractors, exceptionally well, and so does its schedule, which coincides with deck-building season. There is also support pre-roll video via networks Tremor Video and BrightRoll.
Great Southern Wood Preserving, founded in 1970, has plants in 11 states, and serves
customers in 27, plus D.C., Latin America and the Caribbean. greatsouthernwood.com
Brunner is a full-service advertising agency with offices in Pittsburgh and Atlanta. Other clients include GlaxoSmithKline, Cub Cadet, Bob Evans, Huffy, GNC, Care USA, Mars, Phillips Healthcare, Crock-Pot, Mr. Coffee (Jarden Consumer solutions). brunnerworks.com