Pentland Brands Limited

New Berghaus campaign encourages us to escape the superficial stresses of modern life

10 Sep 2018

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Berghaus has launched its biggest-ever brand campaign across the UK today, urging consumers to escape the superficial stresses of modern life by reconnecting with others in the outdoors.

The major advertising campaign, ‘Time to Get Out’, signals a new direction for the brand.  With a focus on building a strong emotional connection with consumers, the campaign aims to position Berghaus as the brand to take them on the journey from the non-stop, always-on, daily grind of modern life back to nature. 

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”.

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. 

In a series of playful executions, 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. 

The series of original paintings were created for the campaign by up and coming UK artists Steve Playdell-Pearce, Kitty Cooper, Dot Jupitus and Tom Marsh, and will be juxtaposed with a selection of provocative messages, such as: “Stuck in meetings about meetings?” and “Is clicking ‘Next Episode’ the most exercise you’ve done today?”. Each will be signed 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, social media, video on demand, digital radio and TV.  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.

“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” says Chris.

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

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 Pentland Brands. 

To find out more about Berghaus, visit www.berghaus.com.

Contact:

Rebecca Vicary
rebecca.vicary@pentland.com
Pentland Brands Limited
+44 (0) 208 970 2379