Warehouse One is showing how committed people are to their jeans in a new ad campaign from McKim Cringan George.
The national campaign includes four in-store posters, Facebook ads and a radio spot that demonstrate the strong relationships people have with their favourite Warehouse One jeans.
One poster shows a swimmer about to dive into a pool wearing his jeans, while another features a jeans-clad cheerleader standing beside members of her squad who have chosen to wear hot pants.
Each poster uses the tag line: “Committed to Jeans. Warehouse One–The Jean Store.”
A lot of people feel most comfortable with jeans, explained Margot Brown, vice-president of media services at the Winnipeg-based ad agency.
“One of the first questions people ask is, ‘Can I wear jeans?’ [The campaign] is really taking that and just having some fun with it and showing this commitment to jeans that Canadians feel and that Warehouse One understands.”
A radio ad follows a young woman as she gives up a place in heaven because she can’t let go of her jeans.
The Winnipeg-based retailer is also hosting the “Get committed and win contest” that invites people to write their own captions for the campaign posters for a chance at a $200 gift certificate. Consumers can enter in-store or online at WarehouseOne.com/Committed.
“MCG has delivered a really compelling campaign for our core product and at a very important time of year,” said Larry Millar, marketing manager, Warehouse One, in a release.
“We are in a very competitive retail sector so it is important that we differentiate ourselves from the competition while still maintaining our focus on jeans.”
