Kitting out the hardest working people in the toughest industries.
Targeting
Tradespeople, industrial workers
Workwear brands compete for attention with an audience that is constantly moving and rarely stops to browse. This campaign met tradespeople during their one daily pause, breakfast, landing a message about the gear that gets them through the day.
Challenge
Traditional advertising struggles to reach tradespeople
Tradespeople are difficult to reach through conventional retail advertising. By the time they are on site, they are not looking at ads.
Why it worked
Messaging in the morning routine
Sandwich bags delivered the message during a genuine morning routine across trade and industrial areas, reinforcing MTN Shop’s positioning with the audience it serves, in a setting they already trust.
More work
