DINTY MOORE
LUMBERSEXUALS GET LUMBERJACKED
IDEA
Men used to be lumberjacks. Men used to work hard. Men used to work up a hunger. Men used to eat Dinty Moore. Now, men only work hard to look like they work hard with the latest fashion trend, the lumbersexual. We worked with a real lumberjack to turn four lumbersexuals into lumberjacks.
IMPACT
After 10 years of baseline declines, the Dinty Moore business has turned around dramatically with 7% growth year-over-year. In addition, the lumberjacks campaign has successfully engaged a new younger target, with a 10% increase in Millennial buyers.
RECOGNITION
- 2018 Gold Effie & Grand Effie Contender
- Communication Arts – Advertising Annual
- The Drum – Work of the Week
- 2017 AICE Best of Minneapolis
- AdFed The Show – Best of Show Nominee
- National ADDY – Silver
- District 8 American Advertising Awards – Judge’s Choice