Member Article

'Time to Get Out' - multi-million-pound Berghaus campaign breaks

North East brand’s new campaign goes live across the UK, urging the public to escape the superficial stresses of modern life by reconnecting with others in the outdoors.

A major new brand advertising campaign by North East outdoor company Berghaus breaks across the UK this week. The ‘Time to Get Out’ campaign signals a new direction for the brand. Designed to build a strong emotional connection with consumers, it addresses the stress of modern society and offers a solution.

Using a series of playful and witty executions, ‘Time to Get Out’ urges consumers to escape from the never-stop-always-on daily grind of modern life to the outdoors, with Berghaus positioned as the brand that takes them on the journey. The campaign combines specially commissioned paintings of the outdoors with messages that challenge people, by calling out the superficial things that everyone does on a daily basis and presenting an alternative that benefits mental and physical wellbeing.

Berghaus is using a series of original paintings, created for the campaign by up and coming UK artists Steve Playdell-Pearce, Kitty Cooper, Dot Jupitus and Tom Marsh, and juxtaposed with a selection of provocative messages, such as:

• “Stuck in meetings about meetings?”
• “Is clicking ‘Next Episode’ the most exercise you’ve done today?”
• “Can’t decide which emoji to use?” Each creative execution signs off with the ‘Time to Get Out’ strapline.

The first phase of ‘Time to Get Out’ will run until March 2019 on multiple platforms, including out of home, press, video on demand, digital radio and TV. The campaign will first appear at strategic out of home locations, in national lifestyle print partners, on social media, and through video on demand, YouTube and digital audio. A broadcast creative execution for ‘Time to Get Out’ is currently being developed with acclaimed director Em Cooper and the campaign will be extended to include TV in early 2019.

Chris Tattersall, head of brand management at Berghaus, comments: “Modern life can be relentless and it’s all too easy to get caught up spending time on things which don’t really matter. At Berghaus, our outlook is rooted in our deep connection with the outdoors and sharing it with those who matter to us. This is our passion and ‘Time to Get Out’ is our invitation to millions of people throughout the UK. This is a dynamic, sustained and provocative campaign on a scale that Berghaus has never undertaken before. We’re excited about the creative direction and are confident that it will make a real connection.”

The campaign has been developed with creative agency VCCP and media planning is being managed by MediaCom North.

Jim Thornton, Deputy ECD at VCCP, adds: “Working in an ad agency you have so many ‘time to get out’ moments every day that this campaign almost wrote itself. And who better to represent the outdoors than landscape painters who spend their lives outside, battling the elements, to capture the beauty that abounds all around us in the British Isles?”

The new campaign is the first phase of a sustained five-year Berghaus marketing initiative to drive awareness and business growth, backed by investment from the brand’s parent company, Pentland Brands. The project has been informed by extensive insights and market intelligence, that focus on the changing consumer relationship with the outdoors and what motivates people to participate in outdoor activities. Brand advertising will be supported by trade marketing through strategic retail partners, with the campaign also rolling out across Berghaus’ own platforms.

This was posted in Bdaily's Members' News section by Chris Lines .