'Discount' doesn't mean 'cheap' in Bob's Discount Furniture's first campaign from Barton F. Graf

Company wants to educate customers in quirky spots featuring its spokespuppet

Published On
Jun 27, 2019

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As it expands to new locations, Bob’s Discount Furniture is out with a branding campaign to convey that it’s not a cheap discounter. On July 1, the retail chain will debut the new work, which still includes Bob, the brand’s two-foot-tall spokespuppet.

“What we’re finding is absent of any kind of story or context, people go to Bob’s Discount Furniture thinking we’re selling cheap furniture,” says Steve Nesle, chief marketing officer of the Manchester, Connecticut-based chain. “The idea was to change the meaning of the word 'discount' in our name to tell more of the truth behind the brand.”

In one quirky spot (above), a young man reclines on a couch and remarks that it does not look like a “discount sofa.” Spokespuppet Bob sets him straight: “It’s not. Everything I sell is quality furniture, and I give you a discount—Bob’s discount.” The sentiment is repeated in a flash forward, when the customer is old and gray but not senile enough to forget Bob’s discount.

The campaign comes as Bob’s is in growth mode. The retailer, which was founded in 1991, currently has 119 stores—15 of which were opened in the last six months. Two additional locations are slated to open later this year. Nesle noted that the chain is doing well because it has figured out how to maximize its supply chain—something the new ads focus on. 

The campaign includes a series of 30- and 15-second spots as well as some radio ads, out-of-home and digital. Bob’s is also giving out swag, such as T-shirts and pins. The new work is Bob’s first from Barton F. Graf, an agency that the retailer began working with earlier this year. Havas Boston handled media duties.

Bob’s is also updating its website, which it tapped Deloitte Digital to help overhaul. A Bob’s app includes augmented reality for customers to see furniture in their homes before they buy.

 

Credits

Date
Jun 27, 2019
Client:
Bob's Discount Furniture
Agency:
Barton F. Graf-New York
Chief Marketing Officer:
Stephen Nesle
VP Insights and Marketing Strategy:
Rick Blake
Director of Marketing Operations:
Jennifer Blais
Chief Creative Officer:
Gerry Graf
Chief Executive Officer:
Caroline Winterton
Strategist:
Chane Rennie
Creative Director:
Kasia Canning
Copywriter/Art Director:
Sara Carr
Copywriter/Art Director:
Jesse Brown
Copywriter/Art Director:
Judy Tannery
Copywriter/Art Director:
Owen Weeks
Executive Producer:
Cameron Farrell
Account Director:
Kate Callander
Head of Project Management:
Sara Katsner
Head of Business Affairs:
Jennifer Pannent
Music:
Butter Music + Sound
Production Company:
Sweetshop
Executive Producer:
J. Patrick McElroy
Producer:
Carolyn Pedrossian
Director:
Nick Kelly
Director of Photography:
Jon Chema
Head of Production:
John Malina
Assistant Director:
Otis Fung
Second AD:
Jeff Krasner
Production Company:
Bob's Discount Furniture
Director of Animation:
Michael Bannon
Senior Animator:
Dan Driscoll
Animator:
Jesse Gurtowsky
Fabrication Manager:
Jason Fitzgerald
Fabricator:
Nicole Horsman
BDF Creative Director:
Tiana Rutledge
Art Director:
Susie Howard
Art Director:
Carolina Galvez
Editor:
David Magley
Colorist:
Matt Weiss
Sound Designer:
Brian Eldridge
Compositor:
Gabriel Mirasol
Compositor:
Miguel Mirasol
Compositor:
Jessica Haney
BDF DP:
John Loos
BDF Operations Coordinator:
Justine Higgins
BDF Carpenter:
Tim Leffingwell
3D Pre-vis Artist:
Bill Dillon
Line Producer:
Jim Nikodemski
Production Coordinator:
Jason Rodriguez
First A/C:
Chris Hebert
Gaffer:
John Minard
Best Boy:
Rick Hamilton
Key Grip:
Kit di Benedetto
Grip:
Jim Purchase
Grip:
PJ Brockett
Audio Engineer:
Steve Wytas
Carpenter:
Larry Harvey
Carpenter:
Fred Landers
Set Dresser:
Robyn Szarka Roos
Assistant Set Dresser:
Jeff Roos
Assistant Set Dresser:
Jason Weigand
Hair & Makeup:
Patricia Parsons
Wardrobe:
Val Gengras
PA:
Patrick Balch

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