Dive Brief:

• Staples is launching a new national brand campaign — only the fourth in its 31-year history  — called "Staples — It's Pro Time," according to a news release. The effort is Staples' first to look "beyond retail," the release said, and seeks to address a broader customer base from consumers to SMBs to the enterprise-level.
• The full campaign includes a 30-second anthem ad titled "Summon Your Pro," along with 15-second TV spots, radio spots, print and digital distribution and in-store collateral and signage.
• The campaign was created in conjunction with MRM/McCann New York along with McCann Worldgroup partner Craft, and is set to kick off on May 8.

Dive Insight:

Staples, in need of a strong turnaround, is eyeing a comprehensive national marketing push to potentially put it back on the upswing and top of mind with consumers.

In March, the office supplies retailer announced plans to close approximately 70 stores before the end of 2017, which followed disappointing Q4 numbers and sluggish sales overall. There have also been recent murmurings that the brand is being eyed by a handful of private equity firms for a potential acquisition. 

The theme of the campaign is a "celebration of work ethic" and people being professional in their daily work lives, said Frank P. Bifulco Jr., chief marketing officer at Staples, in the release. Stemming from that, the messaging of "It's Pro Time" is aimed at a wider variety of customers than usual such as office managers, small business owners, janitors, consumers, facilities managers, purchasing managers and IT experts and assistants. 

Bifulco added that the effort is intended to "shine the light" on Staples' business-with-business services and expertise, which are not as well known as its retail offerings but serve as a key part of its growth strategy.