Bernie & Phyl’s Furniture was recently included on The Boston Globe’s 2009 list of the “Ten Most Memorable Ads” of the year for its “Don’t Tell Bernie” ads. The advertising campaign was created by Advertising Management Services of Andover, MA.
The ads feature founders Bernie and Phyllis Rubin’s three children – Larry Rubin, Rob Rubin, and Michelle Pepe – who have helped run the family-owned business for many years, but more recently have taken on the role of primary spokespeople from their high profile parents. In one of the “Don’t Tell Bernie” ads, the Rubin children offer free high-definition TVs with a minimum purchase, but warn viewers “don’t tell Bernie!”
“The ads have really resonated with our customers,” said Larry Rubin, president of Bernie & Phyl’s Furniture. “We received a flood of emails from viewers who loved the playfulness of the ads, and now everyone is having fun repeating the phrase “don’t tell Bernie!”
Bernie & Phyl’s Furniture plans to continue building on the success of the “Don’t Tell Bernie” advertising campaign in 2010, in addition to developing new creative concepts that showcase the entire Rubin family.
Based in Norton, MA, Bernie & Phyl’s Furniture is one of the largest furniture retailers in New England. The family-run business has six stores in: Braintree, MA; Hyannis, MA; Nashua, NH; Raynham, MA; Saugus, MA; and Westboro, MA. Bernie & Phyl’s Furniture received the prestigious Better Business Bureau Local Torch Award for Excellence, in 2009, 2007 and 2004, which is given to companies that embody the highest ethical standards. In 2002, the company was named “Retailer of the Year” by the National Home Furnishings Association, which is the highest honor in the retail home furnishings industry. The company ranks among the Top 100 furniture stores in the country according to Furniture/Today magazine.