meat | creative muscle for hire

LACROSSE FOOTWEAR | complete rebrand:

In creating the Blue Collar by Choice tagline and aggressively proud workingman ethos, LaCrosse regained considerable market position and respect among the blue-collar crowd. Responsible for everything from packaging to broadcast to sales promotion programs to brand ads, we solicited imagery from real customers via online hunting and fishing websites, then featured these customers in the work. This allowed us to leverage that pro-blue-collar message across every platform and meaningfully reconnect with LaCrosse's core consumer in an authentic manner. When our work began for them, their stock was $9/share. It peaked at $22/share while on our watch two years later.

brand print

radio

tv: To launch the new Broadside hunting boot, Lacrosse grabbed a sponsorship of hunting's up-and-coming blue-collar star, Realtree Road Trips' Michael Waddell, and told us to make something up. Saddled with a sponsorship, a production budget and no real strategy, we reworked the budget (code for: we filmed it cheaper) to include a full retail program designed to increase sell-in of the new boots 'designed' by Waddell. Client stoked on concepts, we headed to Georgia with some guns and filmed Michael blowing stuff up on camera because explosions are universally agreed-upon awesomeness.

Complementing the retail program, the television legitimatized Lacrosse's re-entry into the leather hunting boot category and the sell-in went ballistic with big box stores from Cabela's, Bass Pro Shops and Gander Mountain among the first to place significant orders. So we guess that was good.

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