Family footwear retailer expands into new markets,

debuts new tagline in integrated effort to show customers “a surprise in store”

This Sunday, April 6, Shoe Carnival, Inc. (NASDAQ: SCVL), a leading retailer of family footwear, will launch its first integrated national advertising campaign in support of the spring season. The campaign accompanies the brand’s U.S. expansion and debuts a new tagline, “A surprise in store.”

“Our aggressive expansion plans call for us to open 30 to 35 stores per year,” said Todd Beurman, Senior Vice President of Marketing at Shoe Carnival. “Couple that with our rapid e-commerce growth, and now is the time for us to employ an integrated, national advertising campaign to introduce the rest of America to the Shoe Carnival brand and to remind our existing customer base that there’s always something new for them to discover at Shoe Carnival.”

In its first national campaign, “Boxed Surprise,” Shoe Carnival highlights its unexpected selection of brand name shoes and accessories at great prices, and the stores’ fun, inviting environment. “Home Runway,” the first in a series of national TV commercials for the campaign, celebrates the joy and anticipation of new shoes and shows that there’s a surprise in every shoebox at Shoe Carnival.

“Home Runway” was shot on location in Buenos Aires, Argentina, and was directed by Bryan Barber, whose past projects include music videos for Outkast and Christina Aguilera; commercials for Pepsi, Target and Verizon; and the film “Idlewild.” In collaboration with producer Drumma Boy and sound engineer Leslie Brathwaite – whose credits include Pharrell Williams, TLC and T.I. – “Home Runway” features upbeat music that brings the excitement of the in-store experience to life with characters that turn an everyday moment into a high-end fashion show. “Home Runway” will run on national cable beginning April 6, and digital and social media will support these efforts.

“Throughout our six-year partnership with Shoe Carnival, we’ve seen the brand grow exponentially by taking a fresh approach that’s unique to the category,” added John Stapleton, EVP, Chief Creative Director at 22squared. “With the first national campaign, we’re elevating the brand by evolving the creative and collaborating with renowned music and film talent to further define Shoe Carnival’s distinct attributes among its competitors.”