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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.


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.


  • AdFed¬†The Show – Best of Show Nominee
  • National ADDY – Silver
  • District 8 American Advertising Awards –¬†Judge’s Choice