Leon’s is bringing back a pretentious status seeking couple for its latest campaign.

Urbanites Todd and Margo, known for purposefully mispronouncing the Leon’s brand name with some European flair, return in a new campaign where their descriptions of recent home decor purchases and use of the term “pricedless” confuses their guests.

The target is style conscious consumers on a budget, hence the inspiration behind the couple’s new phrase.

Roehl Sanchez, chief creative officer and partner at Leon’s creative agency BIMM, tells strategy that, according to brand tracking, it has had sustained, long-term success with the campaign concept, based around their likeability and recall, and without alienating Leon’s core 40-plus suburban target.

The hipster couple has been decorating since 2019, introduced as part of an effort to revamp brand perception of the style and taste available at Leon’s. According to Sanchez, it was surprising for the brand to jump on the idea of them referring to Leon’s as “Lay-un.”

“Imagine pitching to senior execs at Leon’s, saying we are going to mispronounce your name,” Sanchez says. Still, the humor and consistency of messaging has really stood out, especially in a lockdown period when humor was especially appreciated. “Once you see those characters on TV, you know who they are before you see the logo.”

In addition to a 30-second launch spot on conventional TV, there will be several high-frequency 15-second spots, weekly flyers and website pre-roll integration, as well as in-store and social, paid on Instagram and Facebook. Outside of the hipster couple, Leon’s also runs a high volume of promotional spots based on sales and offers.

The timing in February, a bit of a slower period, is about priming the pump for spring, when consumers decorate their homes and do spring cleanings.

In the furniture space, Sanchez says inventory and selection of a large footprint retail space has meant the Leon’s brand has best resonated with first-time home buyers and 40-plus suburbanites. That said, he says it is seeing some uptake with younger buyers too, as it competes with the likes of Structube, using the hipster duo as a way to introduce more modern products.

OMD is handling the national buy.