During the height of the pandemic, interest in crafting skyrocketed as consumers under lockdown searched for new hobbies to keep them busy at home. But as the world continues to leave pandemic habits behind, craft retailer Michaels Stores is rebranding with new marketing to connect with a new breed of customers. This week, Michaels is debuting “Everything to Create Anything,” a new tagline and campaign to convince both older and younger consumers to take a fresh look at the 1,200-unit chain.
It marks Michaels’ first work from its new agency of record OKRP. The Chicago-based shop took over creative duties from R/GA earlier this year.
“There’s been a ton of transformation and innovation on the business,” said Mandy Rassi, who joined as chief marketing officer last year from Kroger. “At the same time, as we looked at where our customer was coming out of COVID and transitioning into this phase we’re in now, it felt like the right time to look at our brand right now and make sure we are relevant to our customer and where they are today.” She noted that historically, the Dallas-based chain’s customer has tended to skew older, so this new marketing is meant to appeal to Gen Z and other younger consumers who are also creative-minded.