Hudson, Ohio – Joann is putting on a new guise as it launches a reimagined brand campaign across multiple media platforms.
Looking to inspire the next generation of creators, the campaign plays off the company’s name with a twist: Jo-AND.
“’And’ is a powerful 3-letter word that represents the endless possibilities of product and inspiration that customers can find at Joann,” said Chris DiTullio, chief customer officer for the fabric and crafts retail chain.
He added, “We believe crafting isn’t only about the finished product – the real joy is in the process of creating and connecting with others.”
The Jo-AND campaign expands on the company’s use of paid media, emphasizing social media placements in Gen Z space and working with influencers to expand Joann’s reach. The company will continue to use its existing platforms to reach its core shopping audience.
Joann exited bankruptcy in late April/early May – roughly a month after it entered Chapter 11. The financial restructuring agreement eliminated roughly $505 million in debt and allowed all 815 retail locations to remain open. The company emerged from Chapter 11 as a privately owned business.