Beyond Bed & Bath
Branding Campaign for Bed Bath & Beyond
My Role For This Project - Creative Strategist
As the Creative Strategist, I developed the strategic direction and positioning for Bed Bath & Beyond’s digital relaunch, ensuring the campaign aligned with shifting consumer behaviors and brand perception. I conceptualized and designed the winning poster and wrote the award-winning tagline, “Beyond Bed & Bath”, which became the foundation of the brand’s new messaging. My responsibilities included conducting market research, analyzing consumer insights, and crafting a compelling narrative to engage both new and returning customers. Additionally, I collaborated with my team to refine visual execution, strategic placements, and campaign storytelling, leading to Best Campaign, Best Tagline, and Best Presentation among 32 competing groups.
Situational Analysis Summary
Bed Bath & Beyond has been a trusted household name since 1971, but the rise of e-commerce left them struggling to compete with retail giants like Amazon, Target, and Walmart. Filing for bankruptcy in 2023, they closed all physical stores and transitioned exclusively to online operations, presenting both challenges and opportunities.
While shifting to e-commerce means tougher competition and potential consumer skepticism, it also opens the door for reinvention. Bed Bath & Beyond offers more than just home essentials—with over 20 product categories, including outdoor gear, workout equipment, and pet supplies, they have the opportunity to redefine their brand and expand their reach.
With e-commerce projected to make up over 20% of total sales by 2027 and nearly half of adults increasing their online shopping, this shift aligns with changing consumer behavior. Our campaign, “Beyond Bed & Bath,” aims to reignite brand awareness, re-engage past customers, and attract new audiences through bold, high-visibility placements in billboards, highway displays, and transit shelters—reminding consumers that Bed Bath & Beyond is still here and offering more than ever.
Creative Brief
Why are we advertising?
We are communicating to past and new customers that Bed Bath and Beyond still exists by promoting our online presence and array of products.
Whom are we talking to?
We are targeting both past and future Bed Bath & Beyond shoppers who are loyal to our brand, or have just now learned about it through new media outlets. Our intended audience is typical female American (most commonly white or hispanic) suburban dwellers aged 25-64, inclined to shop online for their homes who are on a budget and like efficiency. These consumers also typically see ads on Facebook for home products. We want our target consumers to feel like they can trust our brand and also get an easy experience purchasing from us. Because of this, we are targeting people who like to online shop because of the efficiency and effectiveness.
What do they currently think?
The public thinks the company is bankrupt, the market is oversaturated, and may have forgotten that BBB exists.
What do we want them to think?
We want our target audience to perceive Bed Bath & Beyond as the ultimate destination for all their needs, spanning from room decor to pet essentials. Make BBB their top choice.
What’s the SINGLE most important thing we can tell them?
“We go beyond just Bed and Bath.”
Campaign Board
Key strategic insight
In an online world where online shopping has taken over, customers enjoy exploring beyond what they can purchase in person. People spend hours a day scrolling on their phone or computer searching for the best new thing they can find to buy. We cater to this want, by providing almost anything a customer could need on one website.
Some of the specific selling points the campaign will cover
We want to highlight that our new online presence makes our products even more accessible and showcase the products we offer aside from just bed and bath items.
A bit about the tone and manner of the campaign
For this campaign we are going for a funny yet informative tone and manner. Recognizing that consumers have forgotten about us, but to remind them that we’ve always had a lot to offer. Imagine a normal suburban neighborhood with a trampoline flying in the sky like a ufo pulling other random products in. That is our vision, to show customers the beyond. What they can experience if they shop with us.
Desired response to the campaign
We aim for consumers to recognize our brand beyond bed and bath products, as our name suggests, and to discover our broader offering through our now main online presence.
Tone of Campaign
OOH Billboard Ads
Inspired by Buc-ee’s iconic highway billboards, we designed Bed Bath & Beyond’s billboards to stay true to the brand while incorporating a playful, attention-grabbing twist.
Digital and Print Ads
Inspired by The Twilight Zone, I designed an ad that captures the eerie, vintage aesthetic of the show's iconic posters while infusing the playful absurdity of Bed Bath & Beyond’s eclectic product selection. This unique creative direction became a standout element of our campaign, ultimately helping us win Best Campaign among 32 competing groups.
