Carmichael Lynch Relate

Minneapolis, United States
TitleShowcasing Design Leadership
Campaign Showcasing Design Leadership
Advertiser Carmichael Lynch Relate
Brand MasterBrand Cabinets


MasterBrand Cabinets Inc. offers a portfolio of 16 cabinetry brands, but in a category with little-to-no brand recognition, it’s hard to stand out. Our challenge: Drive awareness among consumers and interior designers through top-tier media coverage.


Position MasterBrand as a style-forward taste maker in home design trends. Multi-brand trade show exhibits: At key shows, editors toured kitchen-and-bath vignettes for each brand, interacting with cabinetry in on-trend colors, styles and finishes. Insights on pop culture and design: MasterBrand’s top designer served as an expert spokesperson on buzz-worthy topics around the latest home styles. Partnerships and donations: Collaboration with renowned designer Vern Yip and other influencers led to magazine and TV stories about kitchen makeovers and giveaways. Creative pitching: Nimble media relations efforts helped insert MasterBrand products into media stories about décor, color, fashion, organization and design.


MasterBrand garnered nearly 690 million impressions and 400 placements, a 187 percent increase over the year prior. Highlights included the cover of HGTV Magazine, plus stories in USA Today, Associated Press, House Beautiful, Dwell, Cooking Light, Country Living – the company’s best year on record for media coverage.

Media Type Public Relations

Featured Work