Merillat, a unit of Masco Cabinetry, said it has launched its first-ever ad campaign aimed directly at consumers.
"Weâre thrilled to announce the launch of our new national marketing campaign, 'The Dream Kitchen for the Real World,'" said Susan Dountas, Brand & Communications Manager at Merillat National. The approach lets Merillat market the utility and range of options for its cabinets directly to consumers, driving demand from the consumer up to the dealer. "Weâre determined to let homeowners know, 'Merillat has the tools to help make prepping, cooking, entertaining and living in your kitchen easier,'" Dountas added.
The campaign features well-known media personality Chris Stone, who carries a high profile as an expert cooking hunk. The ads show Stone rifling through drawers and putting the cabinets and kitchen islands through their paces as he cooks. Merillat's Tolani cabinet line in a dark Maple Chiffon is prominently featured.
Merillat said kitchens shown in the ads are highly functional, with a variety of "smart storage solutions." The TV, web, and print campaign plays on Stone's celebrity (NBC's "Next Great Restaurant," "The Biggest Loser," "Celebrity Apprentice," "Miss America" Pageant, TLC's "Take Home Chef"), and is being played on HGTV, FoodNetwork, DIY, and the Cooking Channel. Print and web promotions are also included in the effort. Merillat says it is seeking a higher brand profile with its target audience: women consumers age 25-49.
"We challenged our agencies to work together with us, and help us redefine our brand from the homeowner's perspective," said Susan Cross, Merillat brand and communications manager. Merillat uses ad agencies Hoffman York (Milwaukee) and Hanson Inc. (Toledo, OH). Advertising components were shot at the Jay Silverman Productions studio lot against a fully operational kitchen set, constructed specifically by Merillat for the brand campaign.
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