SNUG Sofa Campaign Proves You Don’t Need to Sacrifice Comfort or Style

Sofa-in-a-box brand SNUG launches its first out of home (OOH) campaign today with the tag line ‘Sofas to fit big, little or awkward spaces’, created by krow Group. The campaign aims to show Londoners they don’t have to sacrifice on comfort or style, no matter the size of their entryway or shape of their home.  

krow Group was tasked with driving awareness and consideration of the brand, whilst encouraging people to visit them online. Leveraging SNUG’s heritage of providing comfy, stylish sofas, that can accommodate any entryway or awkward hall and grow with any home, the OOH campaign targets those who live in London where space isn’t always in abundance due to the cost of urban living.

The creative campaign, with the tagline ‘Sofas to fit big, little or awkward spaces’, uses typography to bring the product’s key benefits to life, whilst adding humour around how SNUG can solve relatable issues such as:

• Fighting to get a sofa through your door? We come in pieces.
• The estate agent called your flat ‘cosy’. We call it Snug.
• Cornered in a small flat. We’ve got a sofa for that.

The agency has also created several executions in Islington that include bespoke details to drive local awareness of the SNUG pop-up in Islington Square.

The campaign can be seen around London both on street level at key locations such as Tottenham Court Road, New Oxford Street and Shaftesbury Avenue, as well as underground stations including Old Street, Goodge Street and Kings Cross for the next two weeks.

Lauren Hannifan, head of brand at SNUG comments, ‘It’s been a creative and exciting journey of developing our first OOH campaign with krow Group. We really put our heads together to come up with an idea that we believe gets at the core of the problem we’re solving for our customers and why Snug exists. Having worked with krow Group on previous campaigns, we knew they’d be a great partner for helping us bring this to life.           

Gemma Galvin, creative director at krow Group adds, ‘As part of our ongoing relationship with SNUG, it’s important that we find ways to hero the reason they were founded in the first place, where whatever the size or shape of your home, you don't have to compromise on having a sofa you love. This campaign does just that and we’re proud to showcase this work.’