First of a Series of Ads Launches August 1 to Promote Deen's "Down Home" Furniture Collection Exclusively at Walter E. Smithe Stores in Chicago

CHICAGO, Aug. 1, 2011 /PRNewswire/ -- The Smithe brothers from Walter E. Smithe, Chicago's premier furniture retailer, are literally "getting in bed" with their newest business partner, celebrity chef and furniture designer Paula Deen, in a new tongue-in-cheek ad campaign debuting today on all major local networks. Deen's "Down Home" furniture collection, known for its comfortable elegance and inviting design, will be exclusively available in Chicago at all 11 Walter E. Smithe's Chicago-area locations beginning this month.

"We are extremely proud to be the exclusive provider of Paula Deen's new collection of furniture in the Chicago area," said Tim Smithe, chief marketing officer and one of the owners of Walter E. Smithe. "We think this is a great line of comfortable, down-home products that perfectly matches what our customers are always asking for – furniture that fits their lifestyle. We absolutely love Paula and are thrilled to be 'in bed' with her in this new partnership."

The first ad, which debuts today, Monday, August 1 on all major Chicago networks, features Deen tucking the three Smithe brothers into bed. This initial spot will promote Deen's custom bedroom furniture in the first in a sequence of new ads featuring Deen and the Smithe brothers promoting the new "Down Home" line. The new ad can also be viewed on the Walter E. Smithe website. Three additional ads will be unveiled throughout the year, each featuring a new part of the home including the kitchen, porch and living room. All of the clever ads showcase the humor and down-home charm of the Smithe brothers and Deen.

The "Down Home" collection is the newest addition to Deen's popular Home Collection. This new line brings 42 additional pieces which draw inspiration from Paula Deen's Savannah, Georgia home with a mix of English, French, Dutch and Early American styles for which the region is known.

In addition, the Smithe brothers will release a series of outtakes via social media that capture the hilarity and spontaneity of the shoot which took place in Savannah earlier this summer. The humorous new ad campaign is designed to create buzz around the exclusive launch of the collection, letting viewers know they can "bring comfort home" by visiting any Walter E. Smithe retail location.

"I just loved every second of hopping under the covers with those adorable Smithe brothers," said Paula Deen. "We had so much fun shooting these ads and I'm absolutely delighted to finally share them with all of Chicago. I think this is a match made in heaven."

Starting Aug. 1 - 31, consumers can enter online or in store to win a Paula Deen Dish Pantry, which is featured in the new ad. Estimated retail value is $2,319. No purchase necessary to enter. To obtain the newest television ad or photo featuring Deen, email kathleen@hensonconsulting.com.

About Walter E. Smithe

Walter E. Smithe is a four-generation, family owned and operated furniture retailer that originated in 1945 on Chicago's northwest side. Today, from its Itasca, Ill., headquarters, it operates 11 showrooms throughout Chicagoland and northwest Indiana. The company's "you dream it, we build it" approach allows consumers to customize their furniture purchases with thousands of different upholstery fabrics and leathers and a variety of special treatments. Design services from more than 225 company designers are included with every purchase.

About Paula Deen

Growing up in Albany, Georgia Deen learned early in life that it takes a woman of substance to make it in this world. As a young girl, she spent countless hours in her Grandmother Paul's kitchen, learning and memorizing the same recipes that still line her dinner table today. Little did she know that it would be these self-same recipes that would turn her into the Queen of Southern Cuisine. With multiple television shows, countless cookbooks, a bi-monthly magazine, an ever-expanding product line including her furniture collection and several Southern-style restaurants, her kitchen just keeps getting hotter, and hotter. Despite her success, however, Paula knows the meaning of good friends, good family, and of course, good food.

For more information on the Paula Deen "Down Home" collection, visit www.smithe.com.

SOURCE Walter E. Smithe

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