BCF Boating Camping Fishing

Celebrate the BCF man

Father’s Day is a massive market opportunity for national outdoor retailer BCF. It is also highly competitive, with many retailers and suppliers fighting for share of voice. Our brief was to make BCF a gifting destination of choice for Father’s Day shoppers.

BCF That way
BCF Catalogue

Our solution was to create a likeable persona around the typical BCF customer that would appeal to his family and to dad himself. So we put dad on a pedestal and presented him as a manly man. This was executed via catalogue cover, electronic direct mail and a humorous Father’s Day TVC. The TVC showed dad with his kids trying to do manly things, but not always with success! And isn’t that what most dads are like?

The campaign put a smile on the faces of many families and helped boost Father’s Day sales.

What we did

Man filling his car with fuel
The Pitch
Dan walking through town
Dan Murphy's
Ashgrove - Happiest cows on the planet
Ashgrove Farm
Happiest cows on the planet
Juicy Isle - The Good Apple
Juicy Isle
The Good Apple