‘Wayfair Delivers’ with New Campaign Featuring NFL Star
Wayfair is refreshing its identity with its brand new campaign ‘Wayfair Delivers’ which aims to highlight Wayfair’s true values – delivering quality, value, trusted experience and emotional moments that provide customers with the confidence to create homes they’ve always wanted, made possible with Wayfair.
This is the beginning of what will become Wayfair’s leading platform as it sets to expand its marketing reach – the campaign will “bring together the work we’ve been doing across the customer experience and gives us a clear way to show what Wayfair delivers every day,” says Paul Tomms, Chief Marketing Officer of Wayfair.
Wayfair Delivers furniture made for real life
The campaign currently centers around a 30 second hero film distributed across media outlets ABC, ESPN, CBS and NBC, as well as YouTube, featuring a familiar face to sports fans.
NFL quarterback Matthew Stafford takes the leading role in the promotional video, accompanied by his wife and four daughters. Bringing the campaign to life, the advert follows the couple’s young daughters wreaking havoc in the living room, with glitter glue smearing across the table, pillows launching across the room and toys being strewn anywhere and everywhere.
After a living room revamp, courtesy of Wayfair, the ad spot captures the inexchangeable chaos of everyday family life now with furniture that just seems to make sense.
The “Wayfair Delivers” campaign delivers a promise to help its customers truly enjoy those family moments at home, whether chaotic or blissful. This promise is backed by its existing ways Wayfair earns customers’ trust like Wayfair Verified. This concept reassures customers that their furniture comes from a curated selection of products that have been quality checked by hand.
- Wayfair has launched "Wayfair Delivers," a new campaign built around quality, value, trusted experience and emotional moments that help customers create the homes they want.
- The 30-second hero film stars NFL quarterback Matthew Stafford with his wife and four daughters, showing family chaos in a living room that is then revamped with Wayfair furniture.
- The ad spot is running on ABC, ESPN, CBS, NBC and YouTube.
- Wayfair will raise its ad spend on networks that broadcast football games to five times its previous level, ahead of the new American football season.
- Wayfair will also sponsor and supply furniture to the set of CBS Sports' Sunday morning football pregame show, streamed on Paramount+, CBS Sports HQ and YouTube.
Paul comments: “Wayfair Delivers captures everything customers know and love about Wayfair, and why we’ve become the trusted destination for home.”
Pitching a football connection
Eventually expanding beyond the campaign and paving its way towards a new platform, ‘Wayfair Delivers’ will increase its budget on advertising across networks that broadcast football games to five times its previous level.
Wayfair Delivers captures everything customers know and love about Wayfair, and why we’ve become the trusted destination for home.”
The expanded presence ahead of the new American Football season will bring the brand closer to the simplistic moments that are experienced at home.
Additionally, Wayfair have also announced that it will be sponsoring and providing furniture to the set of CBS Sports’ Sunday morning football pregame programme, available to stream across Paramount+, CBS Sports HQ or YouTube.
By associating a well known name in NFL with its “Wayfair Delivers” platform, the brand is branching across to a new market segment, reaching consumers through a combination of television advertising, sports sponsorships and digital content.
Who are Wayfair's key partners?
- YouTube – YouTube, owned by Alphabet's Google, is a key partner because it gives Wayfair video reach beyond traditional TV. The Wayfair Delivers hero film runs there alongside ABC, ESPN, CBS and NBC, and the CBS Sports football pregame show Wayfair sponsors also streams on it. That helps Wayfair reach younger, digital-first viewers and connect its football-focused advertising with online audiences.
- Affirm – Affirm is a US fintech company founded in 2012 by PayPal co-founder Max Levchin. It offers "buy now, pay later" loans that let shoppers split purchases into fixed monthly payments, and it has been publicly listed since 2021. Wayfair added Affirm as a checkout financing option in 2016.
- FedEx – FedEx is a US-based global courier and one of the largest parcel carriers in the world. It matters to Wayfair because delivery is central to a business that ships bulky home goods from thousands of suppliers directly to customers. FedEx appears in one third-party analysis as a key delivery partner, but that is unverified, and Wayfair also runs its own delivery network.
