Berghaus to unveil major advertising campaign

By

Barbara Santamaria

Published
Aug 20, 2018

Outdoor brand Berghaus is set to launch a multi-million-pound UK advertising campaign, its largest ever, in September in a major marketing push backed by parent company Pentland Brands.

The brand is working with creative agency VCCP to deliver the campaign, which will feature on multiple platforms, including out of home, press, video on demand, digital radio and TV from 10 September until March 2019.

It will be the first phase of a five-year marketing initiative to drive brand awareness across the UK.

Berghaus said the campaign might be the largest ever done by an outdoor brand in the UK, at a time when more and more Britons rediscover their love of being outdoors. The project is based on extensive insights and marketing intelligence, focusing particularly on the changing consumer relationship with the outdoors.

‘Time to Get Out’ will aim to connect and inspire consumers to spend more time in nature, presenting the outdoors as an antidote to the chaos and stress of modern living.

“We’re really passionate about the outdoors and we want to use that passion to inspire more people to get out,” says Chris Tattersall, head of brand management at Berghaus.

“This is the most ambitious and large-scale advertising campaign in the history of Berghaus - we believe that it’s bigger and bolder than anything else that consumers will have seen from an outdoor brand in the UK and we’re very excited about its potential. When people are wrestling with their hectic modern lives, we call out in an ironic way some of those superficial things we all do, and we present Berghaus as the antidote, with the invitation that it’s time to get out.”

To mark the launch of the campaign in September, the brand will present an installation at the London Design Biennale in Somerset House. Led by Katie Greenyer, creative talent and network director at Pentland Brands, the project will showcase campaign messages and recreate the tranquillity of the outdoors.