Developed with ad agency Brunner, the campaign is designed to reach a more upscale audience known as the "do it for me-ers." This is the brand’s first effort to reach “experienced” homeowners (on their second or third home), with $100K+ household incomes. Predictably, these featured decks are expansive, says the agency.
The creative, titled "Decklaration of Independence," is what the agency calls 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," says the agency.