• by Larissa Faw , January 20, 2015

Last year, 53% of U.S. homeowners say they will remodel before 2015, according to website Houzz. Now, KraftMaid Cabinetry wants to raise its brand awareness so these remodelers select its products. 
KraftMaid, part of Masco Corporation, has selected Indianapolis-based Young & Laramore (Y&L) to develop a new creative strategy with executions reaching all essential brand touch points.

There was no formal review process and previously KraftMaid had been working with a few different agencies including Y&L and now the shop’s relationship with the brand has been extended and formalized. 

“We’ve been thoroughly impressed with Y&L’s thinking, exploration and creativity," says Karen Brawn, Director of Marketing, KraftMaid Cabinetry. "The work we’ve developed together thus far has reinforced the essence of why we believe Young & Laramore is a great strategic partner and we are looking forward to continuing this momentum into 2015."

The first creative under the new arrangement will debut early in 2015, targeting both kitchen designers and consumers.

“While we were excited to be working with such an iconic American brand as KraftMaid, we’ve been even more pleased with the relationship we’ve been able to develop with the KraftMaid team,” said Tom Denari, President and Chief Strategy Officer of Y&L. “We are enthusiastic about the direction this campaign is headed and we can say that the creative positioning and brand work truly challenges the way cabinets have come to be presented and sold within the category.”

KraftMaid parent Masco Corp spent $111 million on advertising in 2013, according to the company’s financial filings. Spending for the Kraftmaid brand wasn’t immediately available.