Interfor Blue

Campaign Creation and Management

Interfor’s Choose Blue campaign marked a significant milestone as the company’s first formal product marketing initiative—developed entirely in-house. The primary objective was to enhance product differentiation by introducing a distinctive blue wrap for Interfor’s stud lumber, increasing visibility in distribution yards and making it easier for customers and contractors to identify. The long-term goal was to establish "the blue stuff" as a recognizable industry reference.

Campaign Components

  • Branded Media Kits: Interfor Choose Blue box featuring Interfor Blue (Pantone 309C), including branded tissue paper, an insulated thermos, tape measure, hat, carpenter pencils, lunch bag, and a personalized customer addressed to the receiver.

  • A dedicated website landing page announcing the transition.

  • Social media and email animations.

  • A MailChimp campaign targeting customers receiving the kits.

  • All materials were designed in-house and produced through Hemlock, which also handled fulfillment and shipping.

Target Audience

Buyers

Industry professionals responsible for purchasing and stocking products at retail locations. Many of these buyers have longstanding experience in the sector. Since they communicate directly with Interfor’s sales team, the campaign needed to provide clear, compelling messaging to drive product recognition and preference.

Store Managers

These individuals play a key role in influencing purchasing decisions by relaying insights to buyers. However, direct engagement with this group was challenging, as buyers often control access to store-level staff to maintain leverage. The campaign aimed to create indirect awareness, ensuring managers recognized the new wrap and could generate discussions between the buyers and the managers.

🔵 Introducing Interfor Blue 🔵

Our Interfor Blue PET Stud lumber now comes wrapped in our signature blue, a symbol of Interfor's dedication to superior quality, precision manufacturing, and environmental responsibility. This fresh look isn’t just about aesthetics; it reflects the high standards and reliability you can always expect from our products.

With Interfor Blue, you’re choosing a product with industry-leading shipping performance and customer service. Available nationwide, stand out in the industry and choose Blue.