Dad jokes and ‘sectional positions’: How social media is helping update a legacy brand

Before recliners, dads were really stressed. Now they’re pretty laid back.

Just because there’s plenty of room doesn’t mean you need to use it. Cluster up to create the cuddle huddle.

Havertys, a regional furniture store across the South and Central U.S., has been selling places to sit since 1885. But some groan-worthy dad jokes — and a few double entendres about sectional couches – are helping bring the brand up to date on social media, with help from EP+Co.

The agency, headquartered in New York and Greenville, South Carolina, uses their social media team to identify cultural moments and help brands inject themselves into conversations in relevant, timely ways.

Their latest work revolves around the king of the recliner: dads. And what better way to celebrate Father’s Day than with terrible, terrible puns?

The idea was borne out of social listening. Even beyond Father’s Day, dads have become a meme across social media, like gifting dads-to-be New Balance shoes and jean shorts to welcome them into fatherhood. EP+Co saw an opportunity to be part of the conversation in a natural way – and to give some love to their recliners.

Generating dad jokes came naturally for Lance Ford, SVP and creative director for EP+Co.