Leon’s Furniture is getting into some tight spaces with the HGTV Canada design series The Expandables.
The furniture retailer’s products are being prominently featured in four episodes of the show this month, complemented by a series of 15-second “Get inspired by” spots urging viewers to check out its entire product assortment.
The integration program was developed in association with Leon’s and its agency Pegi Lee Gross & Associates. Errol Da-Ré, senior vice-president of sales for HGTV parent Shaw Media, said conversations with the agency began before the show went into production, ensuring that HGTV was able to determine suitable integration opportunities.
“With The Expandables we had the perfect new series that would meet all of Leon’s objectives and showcase their products in a natural and organic way,” said Da-Ré. “It also allowed our production team access to a great variety of Leon’s products that suit the needs and spaces of homeowners.”
Leon’s is being incorporated into four storylines of The Expandables. Each episode will see Leon’s deliver products to homeowners, while show host Mia Parres is also shown visiting the Leon’s Roundhouse store in Toronto. Leon’s products will also be showcased in the “reveal” at the end of each episode.
The integration will feature a cross-section of Leon’s merchandise, from furniture (specifically highlighting its condo-size furniture line) to appliances and accessories.
The program is also being supported through HGTV Canada properties including digital pre-roll on HGTV.ca’s The Expandables page, as well as on-air ads.
