• by Aaron Baar , April 7, 2014

With winter seemingly waning, it’s time to trade in one’s snow boots for something a bit more fashionable. That in mind, retailer Shoe Carnival is launching a new national marketing campaign showcasing the breadth of styles, brands and affordable prices available for the spring season. 

New television commercials, which began appearing over the weekend, depict a home fashion show, where young children line a runway to take photos of their mother showing off her latest fashions. Flaunting several different styles and brands, the mom is clearly pleased with the variety of shoes she got at Shoe Carnival. The spot ends with the tagline “A surprise in store.”

The campaign will run on national cable networks, and will be supported with digital and social media. In addition to capitalizing on the spring season, the campaign is timed to the Evansville, Ind. chain’s expansion, which will include the addition of 30-35 new stores this year, according to Cliff Sifford, the company’s president and chief executive officer. 

“This combined with our rapid e-commerce growth makes it an ideal time for us to develop an integrated, national advertising campaign to introduce new customers to the Shoe Carnival brand and to remind our existing customers that there’s always something new for them to discover at Shoe Carnival,” Sifford said in a statement.

Company executives did not return calls seeking further comment or details.