LUMBER COMPANY TALKS TO THE PROS
By Adnews Staff
Beaver Lumber launched a TV commercial this week targeting professionals in the building industry. The spot is the first television advertising carrying out Beaver Lumber's new strategy, announced last October, of going after contractors and builders. Called Legacy, the 60-second commercial features a day in the life of a lumberyard as seen through the eyes of its foreman. It stars Norm Lockhart, the actual yard boss for Beaver's Huntsville, Ont. location. The spot is also the first campaign from Beaver's new agency Bensimon/Byrne. The Toronto agency was given the business six weeks ago in a competition with one other shop because "we wanted the benefits of a smaller shop without sacrificing any strategic or creative ability," marketing vice-president Mark Mull says in a release. In the past, some of Beaver's advertising was handled in-house, Passage Prepress of Toronto did flyers and Vickers & Benson Advertising of Toronto created TV and radio ads.