Burlington Coat Factory Taps Silver & Partners for Relaunch

Goal is To Build 'Culturally Relevant' Positioning

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Credit: Bloomberg News

As discount retailer Burlington Coat Factory prepares for a brand re-launch, it's tapped a new agency partner to help: Silver & Partners.

The indie agency, renamed Silver & Partners from Amlgamated, picked up the creative after a review that began in January. Chicago-based independent Cramer-Krasselt was the incumbent, working on the account since 2008. Cramer-Krasselt declined to participate in the review and declined to comment. Media duties, which are handled by Interpublic's Initiative, were not affected by the review.

Silver & Partners will be responsible for developing creative to increase the frequency of shopping visits and boost "top-of-mind awareness" among the brand's core 25-to-49 year-old value-conscious customers. "As we continue to grow our business we wanted a new partner and a new campaign to ignite customer interest in Burlington," said Burlington Chief Marketing Officer Bart Sichel. "We have done a good job over the past few years communicating the functional benefits of our brand, but we wanted to develop a richer relationship with consumers."

"When Burlington came to us and said, 'We want our brand to be famous,' we were definitely intrigued," said Michael Stefanski, managing director at Silver & Partners. "But after two months of partnering with the team, we couldn't be more excited about the opportunity. It's a brand that everybody knows and is universally liked, but not really top of mind. It's a solid base to build on….to develop a unique, culturally relevant position. We'll get people talking about the brand, and more importantly, into the stores."

Though the moves means one less account for Cramer-Krasselt, the agency recently retained its Porsche account after a protracted review. Wins earlier in the year include Patron Tequila and Vitamix, and a year ago, the agency picked up the Panera account.

Burlington Coat Factory, founded in 1972, was bought by Bain Capital Partners in 2006. It has 500 stores in 44 states and Puerto Rico. The retailer last year had about $79.3 million in U.S. measured media spending, up slightly from $78.6 million the prior year, according to Kantar Media.

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