Carhartt set out to create a culturally relevant, high-profile campaign that would generate “brand heat” while reinforcing its deep-rooted commitment to hardworking people. With anticipation building for the final season of Yellowstone—the #1 show on television—and star Luke Grimes preparing to release his debut album, we saw an opportunity to tap into his rise in a way that felt authentic to Carhartt’s audience.
The goal was to create compelling storytelling that highlighted the values shared by Carhartt, Luke Grimes, and the farmers and ranchers who embody the brand’s ethos. ACE produced two short documentaries that explored Luke’s personal connection to the skilled trades, his love for close-knit rural communities, and the importance of preserving family farms for the next generation. The films embodied Luke and Carhartt’s understanding and appreciation of the blue collar workers who are the backbone of America.
An integrated strategy—including PR, paid media, and Carhartt’s owned channels—helped drive awareness, engagement, and action to support Carhartt’s partnership with nonprofits focused on land conservation. Paid media included a trailer for the film that aired on Yellowstone across linear and digital TV and appeared in other Tyler Sheridan shows like 1923 and Landman. A call to action at the end of the spot encouraged viewers to visit Carhartt.com/LukeGrimes to watch the full film and learn more about land conservation. Ultimately, the campaign successfully elevated the conversation about the importance of America’s small family farms, reinforcing Carhartt’s mission to support those who work the land and feed our country.
Carhartt aimed to create a campaign that authentically resonated with its core audience—hardworking Americans who live by the brand’s values—while generating broader cultural relevance. We saw a unique opportunity to partner with Luke Grimes, whose personal background and rising stardom made him an ideal voice for the campaign. With anticipation high for the final season of Yellowstone, we strategically timed our campaign to maximize impact.
To bring this vision to life, we developed two short documentaries that explored Luke’s deep connection to the trades and rural America, highlighting his own blue-collar upbringing and his decision to put down roots in Montana. The first film, released in the spring, introduced Luke’s family history in steel and concrete, and how the hard working people he grew up with inspire the characters he plays—setting the foundation for an authentic partnership. The second film, launched in the fall, explored how rural communities are rooted in the land, and the importance of preserving the family farms that are the beating heart of small towns. We also tied in Carhartt’s Montana Series, a collection of new gear built specifically to serve the needs of farmers and ranchers.
To ensure the campaign reached the right audience, we executed a multi-channel approach. A trailer for the films aired during Yellowstone on Paramount+, reaching 21 million engaged viewers. We complemented this with an integrated media plan, including PR, paid media (social, Spotify, YouTube, and Paramount), and Carhartt’s owned channels (organic social, email, and website). Going beyond just raising awareness, the campaign included a call to action, encouraging viewers to learn more about the issue and support conservation efforts that protect family farms.
One of the biggest challenges was ensuring the campaign felt authentic rather than a traditional Hollywood celebrity endorsement. To overcome this, we rooted our storytelling in Luke’s real-life experiences, focusing on his family background in the trades, his respect for hardworking communities, and his personal decision to settle in Montana. This approach allowed us to craft a documentary-style campaign that was emotional, engaging, and true to Carhartt’s mission. Another challenge was capturing the raw, untamed beauty of Montana while maintaining high production value. We embraced a verité-style filmmaking approach, shooting in natural settings with real farmers and ranchers instead of using staged environments and models. This decision not only added credibility but also created a visually stunning, emotionally resonant narrative.
What set this campaign apart was its authenticity, cultural timing, and real-world impact. Through strategic storytelling and a well-executed media plan, we not only elevated Carhartt’s brand presence but also brought attention to an important issue, reinforcing the company’s commitment to hardworking people.
The campaign successfully met and exceeded our objectives, generating significant brand heat for Carhartt while reinforcing its commitment to hardworking people. By strategically partnering with Luke Grimes and launching during the final season of Yellowstone, we maximized cultural relevance and audience engagement. The results proved the effectiveness of this approach.
The campaign drove a 2x higher awareness and ad recall lift compared to retail norms, with the highest ad recall of any Carhartt social campaign, achieving a 13-point lift (+5 points above benchmark). The impact extended beyond social, generating 375 million earned media impressions across 151 unique outlets, solidifying Carhartt’s presence in both mainstream and industry conversations.
Consumer behavior also reflected the campaign’s success. Carhartt experienced a 26% lift in brand searches, surpassing Google’s average retail industry growth by 20-30 percentage points. This was the biggest increase in brand demand for Carhartt in the past five years, demonstrating the campaign’s ability to drive tangible interest and engagement.
Beyond metrics, the campaign successfully elevated an important issue—bringing national attention to the decline of family farms and ranches. By pairing emotionally resonant storytelling with a call to action, we encouraged audiences to learn more and support conservation efforts. The seamless integration of a compelling narrative, strategic media placement, and strong brand alignment made this campaign a resounding success, achieving both marketing and mission-driven objectives for Carhartt.
