Gelert
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The challenge
Gelert are the biggest camping and outdoor equipment company in the UK, with one of the largest ranges of products. Their brand is positioned mid-market, providing a good balance of quality and value to the family camping market. To launch their new ranges, they needed a press campaign to appear in the outdoor leisure press and supporting brochures for consumers and retailers.
The solution
Our key insight for this brief was that what kids want from outdoors clothing and camping equipment (funky colours and designs, and a fun factor) is very different from what parents want (quality, comfort and value). Gelert's range caters for both, so with a memorable campaign line of 'A family of products for the family', we created a series of adverts that communicated the benefits of the Gelert range to kids and parents alike. Their latest ranges were shown off beautifully with a shoot in sunny Snowdonia and used across the press campaign, and consumer and trade brochures.
The results
The press campaign appeared in the outdoor leisure press in the UK and Europe, helping build the Gelert brand in the minds of consumers. The supporting brochures were well received by both consumers and retailers.
