Staples Inc. recently launched a new brand campaign, only the fourth in the company’s 31-year history.
The new approach, featuring the tagline “Staples – It’s Pro Time,” centers around the concept that every day people go to work and strive to be true professionals at what they do, no matter where they work.
The campaign is the first in the company’s history to look beyond retail and address the complete spectrum of Staples customers, from consumers to small- and mid-sized businesses, and enterprise customers.
Staples teamed up with MRM/McCann in New York along with McCann Worldgroup partner Craft to create the new campaign.
“At its core, ‘Staples – It’s Pro Time’ is a celebration of work ethic, of people being professional in their everyday work lives,” says Frank P. Bifulco Jr., chief marketing officer at Staples. “Throughout the campaign, we believe our customers will see themselves – office managers, small business owners, janitors, consumers, facilities managers, purchasing managers, IT experts and assistants. The campaign is a reminder that with the right supply-set, skill-set and mindset, people can achieve anything.”
“This campaign is initially intended to shine the light on the business-with-business aspect of our company that we’re not as well known for, but is a key part of our growth strategy,” says Bifulco. “And an important part of our business is not only offering great products, but delivering services and expertise to the hard-working customers who we call professionals.”