Sierra Trading Post, part of the T.J.Maxx, HomeGoods & Marshalls Family, has been around for 30+ years, but is reintroducing the brand with a national marketing campaign dubbed “Go Wild, Folks.”
As part of the brand relaunch, from Grey New York, the firm has launched its first TV ad, “Fight or Flight.”
The campaign communicate the idea that the great outdoors is accessible to anyone, from avid campers and bikers to people who enjoy occasional outdoor activity.
STP promotes itelf as the go-to emporium for everybody’s apparel and gear needs for outdoor accessibility.
The brand did a soft launch of "Go Wild, Folks" over Labor Day weekend via social media, parodying extreme athletic events with “Cliff, Diving,” which showcased (you guessed it) people named Cliff, displaying their diving prowess (or lack thereof). Long- and short-form versions of the video have over a million views across all social platforms to date.
Throughout 2017, Sierra Trading Post will roll out additional spots and new social media content.