- Tuesday, Apr. 15, 2014
Hawthorne Direct Expands Relationship with Kreg Tool by Adding Creative to Media Buying
Hawthorne in Development of New Infomercial for DIY Jig Kit
Hawthorne Direct, a full-service brand response advertising agency, is actively in development on a long-form infomercial for client Kreg Tool Company. For the past year, Hawthorne had been Media Buyer for Kreg. The new infomercial represents the expansion of this relationship by adding Creative into the mix. The announcement was made today by Hawthorne Direct's Chief Operating Officer, Jessica Hawthorne-Castro.
Specifically, Hawthorne Direct is now developing, and will produce, a new long- form (30-min) infomercial for Kreg's DIY Project Kit. The kit combines three popular Kreg tools and step-by-step project plans that enable consumers to make their own bookshelves, storage systems, built-ins, and other household items. By using the Kreg DIY Project Kit, consumers can take pride in creating projects for their homes, while saving hundreds of dollars in the process.
The new campaign will launch in September 2014.
Regarding today's announcement, Matt Oakley, Director of Marketing & Customer Experience with Kreg Tool, said, "We have great confidence in Hawthorne Direct as a result of their media buying for us, so we felt now would be a good time to expand that relationship by asking them to produce a new campaign for us. They showed us many examples of past work they have produced for a diverse range of clients, and all of those examples were excellent. We look forward to continuing a long and fruitful relationship with their agency."
About KREG TOOL
In 1986, Craig Sommerfeld was in the process of building a house and needed to find a way to attach his doweled face frames to his kitchen cabinet carcase members. A tool and die maker by trade, but a woodworker out of necessity, Craig had a problem. Not wanting to nail them on and then fill them with putty, he designed and built "Craig's Jig," which was a single-hole pocket hole jig crafted from steel and aluminum. His new invention allowed him to attach the face frames from the inside of the cabinet where the joint could be hidden from view.
Encouraged by friends and co-workers, Craig built a few more jigs and set out to show them to the public at a series of woodworking shows. What Craig found at these woodworking shows was an audience who had no knowledge of the joining method he was promoting. Yet, his audiences were very interested in learning about a new way to build woodworking projects. Craig continued to build his products during the week and would then promote them at weekend woodworking shows.
Hundreds of trade shows and thousands of demonstrations later, Kreg Tool Company has emerged as the leader in Pocket Hole Technology. From the manual Kreg Jig(r) to the fully-automatic Pro Series machines, Kreg Tool offers a simple solution that has changed the way thousands of woodworkers join wood. Kreg also manufactures tools products for cutting and measuring, clamping, routing, organization, and more, that are designed for woodworkers and do-it-yourselfers.
Kreg products are available throughout North America and through home centers, local dealers, and online retailers, and are available in select international locations. Kreg is headquartered in Huxley, Iowa. For more information, please see: www.kregtool.com
About HAWTHORNE DIRECT
Hawthorne Direct is a full-service Brand Response Ad Agency that delivers optimum ROI and builds brands by efficiently connecting clients with their most valuable customers. The agency specializes in industry leading analytics, strategic planning, creative development, production, multi-channel media planning, buying and campaign management for integrated marketing campaigns.
Independent and privately owned, Hawthorne pioneered the Direct Response industry nearly 30 years ago and has continued this tradition of breakthrough innovations with Brand Response creative and media that is derived from its proprietary analytics system, Catapult. The agency consistently delivers Accountable Advertising that delivers optimum ROI for its clients.
Hawthorne has developed successful award-winning campaigns for brands such as 3M, Audible, Armor All, Brother, Bose, Black & Decker, Carbonite, Gerber, Hamilton Beach, L'Oreal, Pella, Remington, SanDisk, Transamerica, United Healthcare, and more.
Hawthorne is headquartered in Los Angeles, with the founding office located in the Midwest. The agency was founded in 1986 by Timothy R. Hawthorne, who serves as Chairman. Jessica Hawthorne-Castro today holds the post of CEO. For more information, please visit: www.hawthornedirect.com and on LinkedIn.