LKF choose actual users to reinforce brand loyalty in this campaign refresh.
Every 3-4 years LKF Marketing assists Hastings with introducing a new series of full-page, full-color ads. These campaigns always highlight Hastings’ products and emphasize the safety benefits they provide lineworkers in the field. In 2020, it was time for a refresh.
Print media is a main source of marketing used by Hastings and is tremendously effective for their industry, so maintaining a strong impression was paramount.
Once again, the goal of these ads was to illustrate how Hastings’ products are trusted by skilled professionals. Each ad featured an image of an actual lineworker who relies on Hastings’ products to keep them safe when they are on the job. The tagline of “Only Hastings” was also used to strengthen the connection between Hastings’ products and a safe environment for lineworkers.
In total, five print ads were produced using this template and ran in various publications including T&D World, Utility Products, Incident Prevention, and more. LKF also morphed the print ads to work with various digital ads for email sponsorships, trade journal websites, and more.
Account service, copywriting, graphic design, media buying, photography