Case Study

Fitz And Floyd

Fitz And Floyd


Over the past 50 years, Fitz and Floyd has become a leader in the manufacturing of hand-painted ceramic giftware, dinnerware, tableware, decorative accessories and collectibles. Primarily recognized for its iconic Christmas holiday figurines and decor, Fitz and Floyd came to 5W seeking a campaign to diversify its brand persona, introducing new and existing audiences to its versatile collection of trendy dinnerware, barware and cookware for the modern home.

5W has been tasked with generating consumer-facing media to increase overall awareness and showcase Fitz and Floyd as an up-to-date brand for a new generation of consumers, while still appealing to its original core audience of collectible enthusiasts.

Fitz And Floyd
Fitz And Floyd


To support Fitz and Floyd as a contemporary brand, 5W has developed and launched an earned media program focusing pairing Fitz and Floyd's items with timely and trend-focused topics to showcase the many facets of the company and introduce the brand to a new consumer. The campaign has fused Fitz and Floyd with its sister company, Maxwell & Williams, a stylish and affordable tabletop brand, in order to further propel the brand into the mainstream consciousness.

To resonate with home savvy individuals, 5W has ideated various unique pitch such as: Color Trends, Barware Updates, Summer Home Entertaining, Wedding Registry, Back to School, National Wine Day and more. In order to further showcase the evolution of the company, 5W has seeded information regarding the company's various trade acquisitions and licensing deals to the media, which ultimately resulted in new conversations with retailers...


Million media impressions in less than a year.


As a result of 5W's outreach, the team has secured a wide variety of top-tier media placements, all of which have positioned Fitz and Floyd as a leading contemporary home brand.

Fitz and Floyd's various products have been featured in national outlets including, but not limited to:

  • Forbes
  • Brides
  • Cottages & Bungalows
  • American Farmhouse Style
  • Gift Shop Magazine
  • Woman's Day
  • Traditional Home
  • House & Home
  • In Touch Weekly
  • Life & Style Weekly

Furthermore, 5W has garnered multiple key regional market placements for Fitz and Floyd in print, online and broadcast outlets. This coverage has included:

  • San Diego Home/Garden Lifestyles
  • Simply the Best Magazine
  • Parenting OC
  • Aventura Magazine
  • Jacksonville Magazine
  • Westchester Home
  • ABC Sacramento "ABC 10 Mornings (KXTV-TV)
  • ABC San Antonio "SA Live" (KSAT-TV)
  • and many more

5W has also secured meaningful trade coverage in such outlets as:

  • HFN Magazine
  • Tableware International
  • Tableware Today
  • Gifts and Decorative Accessories
  • HomeWorld Business
  • Gourmet Insider
  • and many more

To date, 5W has secured more than 52 million media impressions in less than one year.