Lee Valley Tools has launched a new campaign that calls for Christmas trees to be reused rather than discarded when the holiday season comes to a close.
The campaign, by Lifelong Crush, sees Lee Valley challenge crafters to give Christmas trees a second life as items such as birdhouses. The campaign uses social videos and digital in-store, and will also see Lee Valley launch broadcast segments featuring TV personality and landscape designer Carson Arthur. Derek Blais is the chief creative officer on the campaign.
The idea for the campaign came from Lee Valley’s existing “Let’s Do Something” platform, which encourages and guides Canadians to take on at-home DIY projects, as well as to add a sustainability angle and encourage people to give what they deem waste, a second look.
The campaign will also include a social media contest that invites customers to showcase how they repurposed their Christmas trees, using the hashtag “#LVsecondlife.”
“Our goal is to facilitate the ‘look what I made’ moment, a genuine expression of joy that comes from engaging in hands-on activities,” Lee Valley Tools president and COO Jason Tasse tells strategy. “By encouraging people to explore their creative potential, we aim to foster a sense of accomplishment and pride.”
The new campaign builds off of past years, when Lee Valley’s holiday marketing was centred around showcasing its curated product assortment. Now, the brand is focused on emotive messaging and establishing a deeper connection with its customers’ lifestyles.
“This evolution in strategy has been ongoing over the past several years, evident in campaigns such as ‘Let’s Do Something,’ ‘Time to Hibernate’ and ‘Make Your Holiday,’” Tasse says. “These efforts reflect our commitment to not only offering quality products but also resonating with the emotional and practical aspects of our customers’ lives.”
Tasse says that, looking ahead, Lee Valley’s strategic focus is expanding to include reaching younger generalists in the early stages of exploring crafts and hobbies.
