"Great teams don't show up unprepared."
That's the opening line of The Warehouse Playbook, Carolina Handling's first Connected TV (CTV) commercial.
The commercial's message is that success doesn't happen by accident. Whether you're managing labor challenges, evaluating automation, improving throughput, or preparing for future growth, the best results come from having a plan.
The 15-second, football-themed spot uses that idea to highlight an important reality for today's warehouse operators: improving performance takes the right strategy, the right mix of solutions, and the right partners working together.
Watch The Warehouse Playbook
The Warehouse Playbook began airing on September 25 across streaming platforms including Hulu, Peacock, Paramount+, and other Connected TV services in major markets throughout the Southeast. Written, produced, and edited by Carolina Handling's Marketing team, the commercial showcases the company's expanding capabilities in automation, conveyor systems, warehouse technology, and intralogistics solutions while reinforcing its evolution beyond forklifts. It also commemorates Carolina Handling's 60th anniversary.
"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."
Why Did Carolina Handling Create a Connected TV Commercial?
Connected TV allows companies to reach audiences through streaming services rather than traditional broadcast television. For Carolina Handling, it represents an opportunity to connect with warehouse and supply chain leaders in an environment where they're already spending time.
As fall sports season kicked off, the company saw an opportunity to place its message alongside content many operations leaders already watch.
Carolina Handling's Connected TV commercial features its new Intralogistics Solutions Center in Easley, SC, which opened in late 2025
“We've built a strong presence through digital marketing and social media, but many of the warehouse and supply chain leaders we're trying to reach might not be highly active on LinkedIn. However, we know that they are likely streaming content, watching college football, NFL games, and other programming throughout the week. Connected TV allows us to meet those audiences where they are while introducing Carolina Handling in a way that's memorable, relevant, and probably a little unexpected,” Vermes said.
What Does It Take to Optimize an Entire Warehouse Operation?
Founded in Charlotte, North Carolina, in 1966, Carolina Handling understands that today's warehouse challenges rarely have a single-point solution. Improving performance often requires a strategic combination of technology, automation, process improvement, equipment, and expertise working together.
That's the idea behind The Warehouse Playbook.
The commercial intentionally shines a light on capabilities that extend beyond traditional material handling equipment.
"Organizations may know Carolina Handling for forklifts, but today we help customers solve challenges across the entire operation. This commercial gives us an opportunity to tell that broader story,” Vermes said.
“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.
That reaction matters because today's warehouse challenges rarely exist in isolation.
"Customers are looking for partners who can help them improve productivity, increase throughput, and solve complex operational challenges. From automation and conveyor systems to warehouse technology and consulting, we're helping organizations optimize the entire operation," Vermes said.
Why Does Every Warehouse Need a Playbook?
Much like a football team prepares for game day, warehouse leaders need a strategy for navigating change, managing growth, and improving performance.
That strategy may include:
- Warehouse automation
- Conveyor systems
- Material handling equipment
- Warehouse technology
- Fleet optimization
- Storage and racking solutions
- Service and maintenance support
- Operational consulting
- A lean management assessment
The specific mix varies from one operation to another, but the takeaway is that success starts with having a plan.
As supply chains become more complex, organizations need partners who can help them see beyond immediate challenges and identify opportunities for long-term improvement.
How Does Credibility Impact Warehouse and Supply Chain Decisions?
When organizations invest in automation, equipment, technology, or facility improvements, they're making decisions that can shape operational performance for years. Those decisions require confidence, trust, and partners with the expertise to help navigate increasingly complex supply chain environments. That thinking helped shape The Warehouse Playbook.
"When customers are making significant, and sometimes very expensive, investments in their operations, credibility matters," Vermes said.
While The Warehouse Playbook runs for only 15 seconds, the message behind it is much bigger:
Success in today's warehouse environment depends on more than reacting to challenges as they arise. It requires a strategy, a commitment to continuous improvement, and partners who can help identify opportunities across the entire operation. In other words, every great warehouse needs a playbook.
Frequently Asked Questions
What is The Warehouse Playbook?
Short answer: The Warehouse Playbook is Carolina Handling's first Connected TV (CTV) commercial. The 15-second, football-themed spot launched on September 25, 2026, and highlights the importance of having the right strategy, solutions, and partners in place to improve warehouse performance and support long-term operational success.
Why did Carolina Handling create a Connected TV commercial?
Short answer: The campaign was developed to reach warehouse and supply chain decision-makers who increasingly consume content through streaming platforms. It also provides an opportunity to introduce new audiences to Carolina Handling's broader capabilities in automation, warehouse technology, conveyor systems, consulting, and intralogistics solutions.
What does Carolina Handling do beyond selling and servicing forklifts?
Short answer: In addition to material handling equipment sales and service, Carolina Handling helps customers improve productivity, throughput, and operational efficiency through automation solutions, conveyor systems, warehouse technology, storage and racking systems, fleet optimization, service support, and operational consulting.
What is warehouse optimization?
Short answer: Warehouse optimization is the process of improving the efficiency, productivity, safety, and performance of a warehouse operation. It can include automation, technology implementation, material flow improvements, storage optimization, process improvements, fleet management, and lean operational strategies.
What is an intralogistics solutions provider?
Short answer: An intralogistics solutions provider helps organizations manage and optimize the movement, storage, control, and flow of materials within a facility. This can include material handling equipment, automation, robotics, warehouse software, conveyor systems, storage solutions, and consulting services.
Why is having a warehouse strategy important?
Short answer: Today's warehouse challenges often involve multiple, connected issues such as labor shortages, throughput demands, storage constraints, and technology investments. A well-defined strategy helps organizations prioritize improvements, align resources, and create a roadmap for long-term operational success.
How can Carolina Handling help improve warehouse performance?
Short answer: Carolina Handling works with customers to evaluate operations, identify opportunities for improvement, and develop solutions tailored to specific business goals. Depending on the operation, that may include equipment, automation, technology, consulting, maintenance support, or a combination of solutions designed to improve productivity and efficiency.
What is Carolina Handling's Intralogistics Solutions Center (ISC)?
Short answer: Carolina Handling's Intralogistics Solutions Center (ISC) in Easley, South Carolina, is a facility designed to showcase automation, warehouse technology, and intralogistics solutions in a real-world environment. The center, which opened in late 2025, allows customers to explore emerging technologies and better understand how those solutions can support their operations.