The Challenge
Reestablish a leadership position with a new consumer segment that represents the youngest and fastest-growing component of the sporting/pursuit side of the Outdoor market – the Outdoor Provider.
The Insight
Through engaging in extensive, one-on-one interviews with people who actively hunt, fish and forage to find our campaign approach and core truth, our qualitative research findings revealed that Outdoor Providers are connected to the food they pursue and consume, and they strive to provide only the best for their friends and families.
Strategy
Embrace the experience of hunting, fishing and foraging rather than the results, and celebrate the challenges that make what they choose to do so much more than simply taking a trip to the food mart or grocery store.
Creative
We crafted “Easy Doesn’t” – a narrative thread that appreciates the hardships, difficulties and failures just as much as the successes inherent in catching and finding food for the people you care about. By “embedding” with select Gerber “Badassadors”, we captured on-location photography and videography that showcased the campaign sentiment in an aspirational yet authentic way.
Go to Market
The campaign, led by the “Easy Doesn’t” video, appears in broadcast, print, digital and social channels, not only evoking the sentiment of Outdoor Providers, but informing a greater brand foundation that Gerber can carry through for years.
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Easy Doesn't Chapter 2
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Merrell Social 2022