Outdoor Retailers Collaborate on Shared Ad Campaign

Six outdoor furniture stores band together to create high-quality commercials and share costs.

Apr. 9, 2026 at 10:06am

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A photorealistic studio still-life photograph featuring a sleek, modern outdoor patio chair made of polished metal and weathered wood, arranged elegantly on a clean, monochromatic background and dramatically lit to showcase the premium quality of the furniture.A collaborative ad campaign allows outdoor furniture retailers to showcase their premium products with high-quality, visually striking commercials.Today in Jacksonville

A group of six outdoor furniture retailers, including Sunnyland Outdoor Living, Mountain Home Center, Jacobs Custom Living, Florida Backyard, Casual Living Outfitters, and Outdoor Décor Store, have collaborated on a shared advertising campaign. The 'Outdoor Furniture Marketing Collective' worked with a marketing agency to produce a series of 30-second commercials featuring professional actors and custom voice-overs and graphics for each retailer. The goal was to create better-quality ads than the typical 'bad furniture store commercial' while also reducing individual marketing costs by pooling resources.

Why it matters

In a competitive outdoor furniture retail market, this collaborative ad campaign allows the participating stores to elevate their marketing quality and reach while also saving on production costs. The ability to work together and compromise for the greater good of the group shows how retailers can innovate and adapt in the face of industry challenges.

The details

The Outdoor Furniture Marketing Collective was spearheaded by Brad Schweig, vice president of operations at Dallas-based Sunnyland Outdoor Living. Schweig reached out to other retailers through a Facebook group and eventually landed on a core group of six stores that committed to the project. They worked with marketing agency Linnihan Foy to produce the commercials, which were filmed in Minnesota and featured furnishings provided by Ebel and Tru180. Each retailer received custom voice-overs and graphics for the 30-second spots, which used the same professional actors.

  • The Outdoor Furniture Marketing Collective was formed in early 2026 after a discussion in a Facebook group for outdoor furniture retailers.
  • The commercials were filmed and produced in the first quarter of 2026.

The players

Brad Schweig

Vice president of operations at Sunnyland Outdoor Living, who spearheaded the formation of the Outdoor Furniture Marketing Collective.

Erik Lillejord

An executive at the marketing agency Linnihan Foy, which worked with the Outdoor Furniture Marketing Collective to produce the commercials.

Sunnyland Outdoor Living

A Dallas-based outdoor furniture retailer that was part of the Outdoor Furniture Marketing Collective.

Mountain Home Center

A Truckee, California-based outdoor furniture retailer that was part of the Outdoor Furniture Marketing Collective.

Jacobs Custom Living

A Spokane Valley, Washington-based outdoor furniture retailer that was part of the Outdoor Furniture Marketing Collective.

Florida Backyard

A Jacksonville, Florida-based outdoor furniture retailer that was part of the Outdoor Furniture Marketing Collective.

Casual Living Outfitters

A Ripon, Wisconsin-based outdoor furniture retailer that was part of the Outdoor Furniture Marketing Collective.

Outdoor Décor Store

A Naples, Florida-based outdoor furniture retailer that was part of the Outdoor Furniture Marketing Collective.

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What they’re saying

“If I could hire them to do an ad and find other people to do it with, we could share the costs.”

— Brad Schweig, Vice President of Operations, Sunnyland Outdoor Living

“I think it's something a lot of retailers have thought about before. It becomes really hard, logistically, to pull off. I was skeptical that it could work at all.”

— Erik Lillejord, Executive, Linnihan Foy

“I think at some point every one of them had to put their first choice aside for the good of the group. They kept in it and kept working on things. I was amazed at how well it went.”

— Erik Lillejord, Executive, Linnihan Foy

What’s next

The Outdoor Furniture Marketing Collective plans to continue the collaboration, with the potential to expand the group of participating retailers in the future. The success of this initial campaign has shown that such cooperative marketing efforts are possible, and the group is eager to build on what they've learned.

The takeaway

This innovative partnership among outdoor furniture retailers demonstrates how businesses can come together to elevate their marketing and reduce costs, even in a competitive industry. By putting aside individual preferences and focusing on the collective good, the Outdoor Furniture Marketing Collective was able to produce high-quality commercials that will help them stand out in a crowded marketplace.