Easy Doesn't Brand Campaign
Easy Doesn't Brand Campaign

Gerber

Easy Doesn't Brand Campaign

When it comes to getting outside and getting the people we care about fed, there’s easy and there’s the way we choose to do it.

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.

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.

Gerber Easy Doesnt Brand Campaign R6 C1 V1
Gerber Easy Doesnt Brand Campaign R7 C1 V1

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.

Gerber Easy Doesnt Brand Campaign R8 C2 V1
Gerber Easy Doesnt Brand Campaign R10 C1 V1
Gerber Easy Doesnt Brand Campaign R11 C1 V1
Gerber Easy Doesnt Brand Campaign R12 C1 V1

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