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.
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.