Staples Launches New Campaign Aimed at Small Businesses

Ads Will Feature 'Staples Guy' to Show How Retailer Helps Businesses

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Staples will break a national campaign Feb. 8, showing how it helps small business customers achieve success in affordable ways. Earlier this week, the retailer announced plans to acquire Office Depot in a deal valued at $6.3 billion, which will further consolidate the office supply space.

The campaign, which includes TV, radio and online ads, was created by McGarry Bowen, New York. The budget was undisclosed.

The campaign is an extension of Staples' rebranding effort from last year. "We relaunched the Staples brand in 2014 with our new 'Make More Happen' tagline to showcase our expanded product assortment," said Frank P. Bifulco Jr., executive VP-global marketing at Staples. "The new 'Make More Happen' campaign highlights the ways Staples and our associates help small business customers."

The campaign includes five 15-second spots, which will run on cable and primetime network programming including CBS' "60 Minutes," ABC's "The Bachelor" and NBC's "The Voice."

The first ad, called "Staples Price Match Guarantee -- Tom Foolery," features the "Staples Guy," a Staples associate who shows a small business customer how it will match any competitor's price.

"This is the first time we're using the 'Staples Guy' to showcase the great products, outstanding value and excellent service Staples offers every day," Mr. Bifulco said.

Staples will continue to roll out more TV spots this spring, as well as radio and online ads that feature the "Staples Guy."

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