Etsy selects Orchard to handle new creative work

Eleven weeks after initiating a review, Etsy said it will be partnering with Orchard for creative advertising duties beginning this summer. That partnership will result in Etsy’s holiday campaign, due out this winter.

An Etsy spokeswoman confirmed that Orchard will be handling holiday work in the U.S. and U.K., marking the first time the two companies are working together. Both Etsy and Orchard are based in Brooklyn, New York.

Orchard “demonstrated an ability to mine the richness of Etsy’s brand in bold, new ways that will stand apart and draw shoppers in during a noisy time of year,” said Andrew Sinkov, VP of brand at Etsy, noting that the agency search was “extensive.”

The online craft marketplace had been working with 72andSunny since 2020. Early that year, the Stagwell shop won an RFP for Etsy’s holiday campaign, in a similar designation to the relationship the brand will now have with Orchard. The previous 72andSunny work won acclaim for its narrative-driven storytelling, which stood out even amid an increase in emotional marketing during the pandemic.

An Etsy spokeswoman did not say if 72andSunny had participated in the pitch but reiterated in a statement that Etsy is “proud of all the successful work we have partnered with 72andSunny to create.”

Orchard has also seen its share of acclaim. The shop was a Standout on Ad Age’s A-List earlier this year. Of particular note was the agency’s quirky Thanksgiving ad for Ocean Spray. The unexpectedly fun spot gave cranberry jelly a memorable role at the holiday table, and may provide a hint of what consumers might expect from Etsy’s coming creative.

In May, Etsy reported first-quarter earnings that exceeded analyst expectations. Revenue grew 10.6% over the year-earlier period to $640.9 million. Yet its growth could slow amid larger economic concerns for retail. Net income fell to $74.5 million, down from $86.1 million a year earlier.

Orchard is expected to lean into Etsy’s distinction as a shopping destination.

“Shopping for a gift on Etsy feels different,” said Laura Janness, co-founder and chief strategy officer at Orchard, in a statement, noting that it feels “personal, thoughtful and unique.” She added, “We want more people to experience this feeling and can’t wait to help turn new users into vocal advocates.”