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JOANN, the nation’s leading fabric and craft retailer, awards 2021 business to Devries Global

by | Feb 5, 2021

JOANN, the nation’s leading fabric and craft retailer, has selected Interpublic Group agency DeVries Global as its public relations agency of record.

Under the partnership, DeVries Global will help to shape earned media and influencer strategy to drive preference for JOANN’s crafting and sewing supplies, and virtual and in-store tutorials and experiences. Work will also spotlight the myriad of ways the company is aiding make-to-give efforts among the crafting community.

“For more than 75 years, JOANN’s mission has been to help people make things with their hands, hearts and minds,” said Amanda Hayes, Director of Corporate Communications, Diversity & Inclusion at JOANN. “We share a belief with our customers that what we make is an extension of who we are, and we aim to inspire every day. We look forward to partnering with DeVries Global to share the stories of our amazing customers, many of whom we call our “Handmade Heroes” as they create to give for charitable causes in their communities.”

Together, DeVries and JOANN will elevate the wide variety of craft, sewing, tech, seasonal and home décor goods available through JOANN’s best-in-class ecommerce site, its top-downloaded app, and in its 865+ stores. Efforts will also promote JOANN’s many education and inspiration offerings, including online classes, YouTube tutorials, and the thousands of how-to’s hosted on its Creativebug platform.

“Creativity and passion for helping is central to JOANN, and we’re delighted to partner with them to share the story of the many ways they are making a difference,” explained Jessica O’Callaghan, Managing Director, DeVries Global, New York. “America’s crafting and sewing communities quickly jumped in at the onset of the pandemic and JOANN adapted to meet new guidelines, needs, and spread its ‘you can do it’ spirit at a much-needed time. We admire their commitment to doing good.”

Since the start of the pandemic JOANN’s “Make to Give” DIY mask campaign provided more than 400 million masks to Americans by way of store and corporate donations, and customer mask-making purchases. The craft retailer has also expanded access to its popular online tutorials and offered Ship-to-Home and Curbside Pickup options. Other swift changes included adjusted classroom occupancy and guidelines at its hundreds of stores to adhere to CDC-recommendations for social distancing and local restrictions.

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