HomeGoods Seasons TV - HomeGoods Inc - Brief Article

Brandweek, March 26, 2001 by Sandra Dolbow

HomeGoods, a chain of off-price home fashion stores, will break TV and radio spots this week delivering the message "Life is how you decorate it."

The campaign, via Allen & Gerritsen, Boston, which won the account in January, is the first installment in a $5 million effort slated for additional runs during this summer and fall.

The ads show how different stages of life and seasonal changes affect home decorating needs. One spot shows a mother decorating her house for spring. Her family ignores her flurry of activity until the end, when it appears she might try to change the tablecloth during mealtime. In a radio spot, a woman talks about the great deals she found at HomeGoods and the trouble she had taking them on a plane.

"We want to capture the spirit of being in the store and focus on what makes a house a home, which is different for each individual," said A&G president Andrew Graff. Prior ads via Holland Mark Advertising, Boston, pushed a value message.

HomeGoods, a unit of TJX, operates 80 stores, but plans to increase that number to 500 in the next 10 years.