WILLIAMS-SONOMA, POTTERY BARN MAKE CANADIAN DEBUT
By Adnews Staff
U.S.-based retailer Williams-Sonoma has entered the Canadian market, opening a Williams-Sonoma and a Pottery Barn store in the Toronto Eaton Centre. On November 3 a second Williams-Sonoma store, a second Pottery Barn store and the first Pottery Barn Kids store will open at Yorkdale Shopping Centre in Toronto. The stores are being promoted with advertising from Taxi Advertising & Design. The campaign consists of in-mall materials, print advertising in The Globe and Mail, transit and outdoor advertising. Williams-Sonoma stores sell high-end kitchen and entertaining products. Three ads depicting different kitchen tools promote the store as "The place for cooks." One execution displaying a roaster reads "Burnt meatloaf becomes meatloaf brûlée." Another showing a corkscrew reads "Suddenly, 'Have you seen the corkscrew?' has a whole new meaning." Pottery Barn stores sell home furnishings and decorative accessories. Pottery Barn Kids stores sell furnishings and accessories for children under 12 years of age. In one of two ads created for Pottery Barn, the copy "The coat pile will just have to go on the floor" accompanies a picture of a headboard and a stack of decorative throw pillows. In another, for Pottery Barn Kids, a boy pulls a wagon carrying a lamp, chair, pillow and end table. Public relations for Williams-Sonoma in Canada are being handled by Jane Gill & Associates of Toronto.