Empowering the UK's leading sock brand with a new purpose

Advertising Brand Positioning & Strategy Brand Architecture Brand Identity Communication Packaging Design Naming

Bridgedale are the market leader in technical walking and hiking socks. And up until recently, like their competitors, their core communications have always been focused on the functional/technical benefits of their socks and why not, they make amazing socks! However, like any market leader, they needed to elevate themselves above the competition and create a much more emotional connection, not only with their existing customers, but with a new and younger untapped audience. Our task was to create a campaign that did both.

After developing Bridgedale’s new brand positioning ‘little things matter’ the campaign provided a perfect spring board to put this thinking into action. ‘Little things matter’ perfectly described them as a technical outdoor brand and their ethos. It’s the multitude of little things, innovations, obsessive details, fine yarns and much more that makes Bridgedale and its people. It encompassed how they work and behave as a business, but more importantly, it gave them a focus to how they talked about themselves and how they helped others through unparalleled products, to experiencing their love of the outdoors, or ‘real life’ as we call it, even if it was for a short while.

By hooking on to cultural tensions (from physical and mental health) Bridgedale could now look to facilitate and encourage little, but crucial differences in people’s lives. In this first instance, screen time and the lack of outdoor time was a perfect fit. From here a movement was born. ‘Screens down, socks up’ provided Bridgedale with a renewed voice. It inspired employees and partnerships, both charitable and retail and more importantly it attracted like-minded ambassadors to join their march. The campaign continues to gather momentum step by step.