Office Depot announced today that it has launched a new advertising campaign using the “Taking Care of Business” theme, which it first used in 2009. The campaign again centers around the song, “Takin’ Care of Business,” which Office Depot said tested well in a survey of 2,000 shoppers that included small business owners, contract supply buyers and consumers, including college students. The advertising campaign is fully integrated and supported with national television and radio ads; social media; digital advertising; email marketing; inserts; direct mail; and in retail stores and on officedepot.com, including the mobile site, mobile app and more.
Total Retail’s Take: This new campaign strategy should help Office Depot drive a significant lift in its brand perception, which is especially important given the current retail environment. After all, the theme was well received in consumer surveys. The campaign also may help expand the Office Depot's customer base, which in the past focused on white-collar office workers, which may not account for as much of the workforce as it may have at one time. The new commercials, for example, feature workers from different occupations, including entrepreneur, mom, architect, general contractor, plumber and office professionals. In a statement, Office Depot said “everyone has business needs to take care of regardless of the inevitable twists and turns in today’s fast-paced, nonstop world.”