Wayfair Launches "Wayfair Delivers," a New Brand Platform Focused on the Moments That Matter Most at Home

Wayfair Inc. has launched "Wayfair Delivers," a new brand platform aimed at emphasizing the quality, value, and trusted experiences the company provides to its customers. The campaign features professional quarterback Matthew Stafford, along with his wife Kelly and their four daughters, to illustrate how Wayfair contributes to creating homes that families love.

Paul Toms, Chief Marketing Officer of Wayfair, stated, "Wayfair Delivers captures everything customers know and love about Wayfair, and why we've become the trusted destination for home. Customers turn to us for the products and expertise to make their homes their own." The debut advertisement for the campaign will air during Monday Night Football on ESPN and ABC, showcasing the daily life of the Stafford family and how Wayfair supports their home needs.

The "Wayfair Delivers" campaign also introduces initiatives that enhance customer trust and value, including Wayfair Verified, which features a curated selection of high-quality products, and Wayfair Rewards, which offers benefits with every purchase. The campaign was developed by Wayfair's in-house creative team in partnership with Paramount Media Labs.

As part of a deeper investment in football, Wayfair plans to significantly increase its advertising spending across networks airing football games, now investing five times its previous amount. This includes sponsorship of CBS Sports’ Sunday morning football pregame show and a partnership with Bleacher Report for the upcoming NFL Draft Live event in April 2027.

The Stafford advertisement will be featured across multiple networks, including ABC, ESPN, CBS, and NBC. This comprehensive approach aims to connect more deeply with families and their traditions through culturally relevant moments throughout the football season.