La-Z-Boy is enlisting actress Kristen Bell as its new brand ambassador. Her mission is to raise consumer awareness of the furniture company’s diverse offerings.
Even though La-Z-Boy is a recognizable brand, there is a perception gap, according to the company. Many consumers associate the brand mainly with recliners and aren’t familiar with the company’s product range. To combat this, La-Z-Boy has evolved its “Live Life Comfortably” campaign, launched in 2011. Instead of shying away from consumers’ perception of the brand, La-Z-Boy is strategically using it to fuel the campaign creative.
“Kristen has an authentic voice that connects with people,” states Eli Winkler, La-Z-Boy vice president, marketing. “Her warmth and style combined with relatable humor about work, relationships and family make her a great fit for La-Z-Boy.”
The goal of introducing Bell in the campaign, from RPA, is to draw in a diverse base of consumers, according to the company.
Bell is no stranger to La-Z-Boy. in 2017, she and her husband, actor Dax Shepard, engaged in a loving dispute that played out across social media about where to place the family’s recliner. Similar to other consumers, Bell was surprised to learn about the wide variety of stylish furniture available at La-Z-Boy. Because her experience mimics that of the average consumer, she is able to effectively communicate all that the brand has to offer in a way that is authentic and believable to consumers.
The integrated marketing campaign includes two national spots and five digital shorts launching on May 6. Additional spots are slated for later this year. The effort also includes print, La-Z-Boy social media and in-store.