Bed Bath & Beyond races to beat competitors on Back to Campus

Union, NJ – Most high school seniors haven’t flipped their tassels yet, but Bed Bath & Beyond is already chasing after their dorm business.

On May 1, the retailer went live with its 2022 Back-to-College push with the launch of the “make it yours” campaign. The initiative encompasses 15 spots for connected TV as well as print and digitally paid media, DTC mailers and emails, a comprehensive college influencer program, ongoing social content and partner activations.

All featured products for college-bound customers are now available in-store and online through the app as well as a dedicated Bed Bath & Beyond BTC sitelet.

Last year’s big kick took place in early June with the debut of three Bed Bath and Beyond house brands: Wild Sage, Our Table and Stored Away.

In partnership with the Klarna buy-now-pay-later financial service, the retail also launched a Back-to-College sweepstakes that runs from May 1 through July 17. The grand prize is a $1,500 Bed Bath & Beyond gift card, and $500 Gift cards will be awarded for four “first prize” winners.

The company is promoting Bed Bath & Beyond private label brands in bedding, bath and storage while highlighting national brands in kitchen electrics and small appliances.

“Back-to-College gets underway even earlier this year as more people join ‘Decision Day’ excitement,” said Rafeh Masood, EVP and chief customer officer at Bed Bath & Beyond.


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