Happiness Starts Here: JOANN Rebrands as “JO-AND” in New Campaign Focused on the Joy of Creating
June 27 2024 - 11:23AM
JOANN, the nation’s category leader in sewing and fabrics,
announced today its new, reimagined brand campaign
that repositions JOANN as “JO-AND.” Through creative
commercial spots, influencer relationships and social media
campaigns, JOANN is focusing its efforts on inspiring the next
generation of creators to find happiness in the experience of
creating and connecting with others. And when you start finding
that joy through creativity, the possibilities for what your next
project will be are endless.
“We believe crafting isn’t only about the finished product – the
real joy is in the process of creating and connecting with others,”
said Chris DiTullio, Chief Customer Officer. “’And’ is a powerful
3-letter word that represents the endless possibilities of product
and inspiration that customers can find at JOANN. We are excited to
continue raising awareness of our expanded, affordable and
best-in-class product assortments to inspire more creativity in the
world.”
JOANN encourages customers of any age, background or skill level
to create something for a loved one, a friend, someone in need, or
even just for themselves. Not only a sewing and fabrics icon, JOANN
offers endless possibilities for project exploration, including a
wide breadth of assortment – more than 100,000 SKUs across fabric,
sewing, craft, needle arts, home décor, kids, paper craft, craft
tech, painting supplies and more. The brand has also permanently
marked down more than 15,000 items to enable all customers to
afford more creativity than ever.
“We are excited to bring joy to more customers than ever,
particularly those younger customers who are committed to finding
happiness, mental health and connections to others, all of which
are benefits of creating. Through lowering prices and investing in
this awareness campaign, we want everyone to know JOANN is here and
committed as ever to inspiring happiness through creativity,”
DiTullio said.
Giving has also always been a part of JOANN’s identity; whether
it’s knitting hats for the homeless, crafting a scrapbook for a
family member, or creating blankets for those in need, JOANN’s Team
Members and customers are inspired to create to give. JOANN
partners with impactful charitable organizations such as Children’s
Miracle Network, St. Jude Children’s Research Hospital, Kids in
Need Foundation, Susan G. Komen and more throughout the year.
Through July, customers can help JOANN protect the mental health of
our youth by joining its campaign to raise funds for The Kids’
Mental Health Foundation in all stores. Since 2021, JOANN Team
Members and customers have raised more than $3.6 million to help
the Foundation offer free mental health resources and treatment to
youth nationwide.
After more than 80 years in business and with more than 800
stores and 18,000 passionate Team Members, JOANN is embracing the
future and poising itself for a long future of inspiration. For
more information on JOANN, visit JOANN.com.
About JOANN:For more than 80 years, JOANN has
inspired creativity in the hearts, hands, and minds of its
customers. From a single storefront in Cleveland, Ohio, the
nation’s leader in sewing and fabrics with one of the largest arts
and crafts offerings has grown to include more than 800 stores
across 49 states and a robust ecommerce business. With the goal of
helping every customer find their creative Happy Place, JOANN
serves as a convenient single source for all the supplies,
guidance, and inspiration needed to achieve any project or
passion.
Amanda Hayes
Director, Corporate Communications
amanda.hayes@joann.com