La-Z-Boy
Connoisseurs of comfort
La-Z-Boy makes the world’s best-selling recliners. And for the first time, they put marketing spend behind the brand in the UK. Our task was to devise their first ever above-the-line UK campaign that would expand their audience base and show that La-Z-Boy chairs aren’t just for the Joey Tribbianis of the world.
Our research showed that people wanted real comfort when purchasing a sofa, so our new campaign focussed on the emotional side of purchasing. It’s about comfortable moments with loved ones – lazy Sundays, nights in with a glass of wine, playing with the kids on the sofa.
![](https://bandstand.co.uk/app/uploads/2018/09/C-La-z-boy-behind-the-scenes-1.jpg)
![](https://bandstand.co.uk/app/uploads/2018/09/C-La-z-boy-behind-the-scenes-2.jpg)
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![](https://bandstand.co.uk/app/uploads/2018/09/C-La-z-boy-behind-the-scenes-4.jpg)
The campaign “Connoisseurs of Comfort” shows that the real experts behind comfort aren’t technicians, but the likes of Mr. Caesar, an Irish setter with a PhD in comfort and lazy Sundays, and the movie-watching Clarke family, go-to experts in durability and quality control.
![](https://bandstand.co.uk/app/uploads/2018/09/1-la-z-boy-brand-message.jpg)
The nationwide campaign included TV, press and paid online. It claimed an emotional and humorous space for the brand in what is usually a function-focused category.
![](https://bandstand.co.uk/app/uploads/2018/09/5-la-z-boy-jerry.jpg)
![](https://bandstand.co.uk/app/uploads/2018/09/4-la-z-boy-amber-kate.jpg)
![](https://bandstand.co.uk/app/uploads/2018/09/3-la-z-boy-captain-puffins.jpg)
![](https://bandstand.co.uk/app/uploads/2018/09/2-la-z-boy-clarke-family.jpg)
• Google searches for La-Z-Boy up 30% • Website traffic up 100% • “Jerry’s chair” sold out
![](https://bandstand.co.uk/app/uploads/2018/09/6-la-z-boy-radio-times.jpg)
Adorable kitten Captain Puffins (Chief Design Officer) finished a well-behaved day of performing by emptying its bowels on the studio floor. #diva.
- Digital advertising
- Film
- Photography
- Print advertising
- TV advertising