Carolina Handling launches first connected TV advertising campaign

Football-themed streaming TV campaign highlights Carolina Handling’s evolution beyond forklifts and expands brand visibility across the Southeast.

Carolina Handling, the exclusive Raymond Solutions and Support Center for North Carolina, South Carolina, Georgia, Alabama and Florida’s Central Time Zone, has launched its first Connected TV (CTV) advertising campaign, marking a new chapter in the company’s marketing strategy and continued evolution from a forklift dealer to a full-service intralogistics solutions provider.

The company’s 15-second commercial, The Warehouse Playbook, launched on September 25 and will run for 30 days across major markets throughout the Southeast on platforms including Hulu, Peacock, Paramount+, and other Connected TV services. Using a football-inspired theme, the spot draws a parallel between successful teams and successful warehouses, emphasizing the importance of the right strategy, trusted partners, and tailored solutions while commemorating Carolina Handling’s 60th anniversary in 2026.

The commercial showcases Carolina Handling’s expanding portfolio of capabilities, including automation, conveyor systems, warehouse technology, and material handling solutions, and features the company’s Intralogistics Solutions Center in Easley, South Carolina, which opened in late 2025.

“This campaign reflects who Carolina Handling is today and where we’re headed as a company,” said Josue Vermes, Senior Marketing Manager at Carolina Handling. “Success in today’s warehouse environment requires more than equipment alone. Customers are looking for partners who can help them improve productivity, increase throughput, and solve complex operational challenges.”

Connected TV advertising enables brands to reach audiences through streaming services rather than traditional broadcast or cable television. For Carolina Handling, it represents an opportunity to connect with warehouse and supply chain leaders who may be less active on traditional digital channels but regularly consume streaming content.

“We know many of the decision-makers we want to reach are watching college football, NFL games, and other streaming content throughout the week. Connected TV allows us to meet those audiences where they are while introducing Carolina Handling in a way that’s relevant, memorable, and perhaps a little unexpected. My hope is that viewers walk away thinking, ‘I didn’t know they did that, and I didn’t know they could do that,’” Vermes said.

The commercial was written, produced, and edited by Carolina Handling’s Marketing team.

“When customers are making significant investments in their operations, credibility matters. This is a high-quality production that reflects the level of expertise behind our organization and reinforces the trust customers place in Carolina Handling as a long-term partner,” Vermes said.
Watch The Warehouse Playbook.

ABOUT CAROLINA HANDLING

Founded in 1966, Carolina Handling is one of the Southeast’s leading material handling solution providers and the exclusive Raymond Solutions and Support Center for North Carolina, South Carolina, Georgia, Alabama and Florida’s Central Time Zone territory. The company provides lift trucks and automation solutions for warehouses, manufacturing facilities and distribution centers, as well as parts, racking, storage, lighting and dock and door equipment.

Headquartered in Charlotte, NC, Carolina Handling operates branch offices in Atlanta, GA, Birmingham, AL, Greensboro, NC, Raleigh, NC and Easley, SC. The company has more than 950 associates. For more information, visit www.CarolinaHandling.com.