Pearl Milling Company
Pearl Milling Company
The Family Stack Sweater
Pearl Milling Company sunsets their time as Aunt Jemima while maintaining their brand recognition synonymous with family time at the breakfast table. Capitalizing on the holiday season as a key beat for family gatherings, we used the Ugly Christmas Sweater as our vehicle to quite literally connect the family. Coming in two, three and four person sizes, these multi-person Ugly Sweaters are the perfect intersection of holiday fun and family fun. Creating conversation about their brand values while simultaneously changing the topic, away from a recent history of turbulent brand values. This campaign garnered over 2.3B+ impressions and was featured on The Kelly Clarkson Show.
Social & Digital Launch
Initial launch on Digital and Social platforms to drive awareness and purchase of the limited-edition product.
Family Stack Campaign Photoshoot
Earned Media
The goal with a piece of merch like this is to create amusing conversation around the brand.
The Kelly Clarkson Show
One of the crowning achievements of the campaign was its feature on The Kelly Clarkson show. Making the Family Stack Sweater more than just an entertaining branded purchase, but rather from the perspective of making it the centerpiece of a group experience.
PRESS
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Today
Merch for the holidays
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AdWeek
Marketing Morsels
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FoodSided
Ultimate Family Togetherness
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Comicbook
Christmas Sweater brings together family—literally
Alex Kenny
Creative Director
Caleb dawkins
Art Director