GORHAM

Gorham tableware is part of the Lenox group of brands. Although Gorham is one of the oldest and most diverse brands within this category, it was most typically associated with flatware. With foreign brands like Mikasa commanding the mid-tier buyer, Lenox saw the opportunity to gather market share by reinventing Gorham and positioning the brand as a competitor. What I saw as the key differentiator was that Gorham is a truly American brand, with a rich history as the tableware of choice for the White House, and is manufactured in the U.S. since 1831. Our campaign draws upon the heritage of the brand to speak to the patriotic pride in the hearts of the consumers.