APPLE VALLEY, MN: KraftMaid Cabinetry has enlisted Olson for marketing support, including PR, to build the brand's contemporary relevance.
KraftMaid recently conducted a “comprehensive” review for a full-service marketing partner with PR capabilities, said Kim Craig, director of communications and media for the company.
As its marketing AOR, Olson's tasks will include strategic counsel, developing advertising creative, PR, and interactive services. KraftMaid formerly worked with the Chicago-based agency Leo Burnett for advertising, but its PR was primarily handled internally.
“We'll be working with Olson on a holistic brand campaign and PR will be one of those components,” Craig added, noting it's too early to comment on the specific role PR will play in this effort.
The campaign will target consumers and designers and emphasize the cabinet company's customization features. Kevin DiLorenzo, president of Olson, said that the campaign will address the way the recession has changed people's buying habits for items like cabinetry.
“We're not repositioning the brand, but we're nudging it and tweaking it to be more relevant for the times,” he said. “The messaging will be more about investing in the home and getting return on that investment.”
Craig said KraftMaid will continue its ongoing PR efforts, like being the exclusive provider of cabinetry to ABC's TV show Extreme Makeover: Home Edition.