Grain’s top message was ‘responsible furniture’, but we needed to communicate what that meant
Our idea was that Grain was a furniture company that was good for people and the planet, and we settled on the word ‘responsible’, and the phrase ‘responsible furniture’. The word captured our sensible, environmentally and ethically mindful approach. But no one really knew what it meant.
So I created a set of adverts we called the ‘responsible explainers’, displaying our products with a quick summary of the term. We had a range of clips, with different dimensions, music and background imagery. They were really successful. One in particular, depicting our nested tables next to a red armchair, led to a boost in sales so extreme it actually caused a backlog of several months. Oops!
