Building Materials

Great Southern Sinks Teeth Into New Marketing Campaign

What do you get when you combine YellaWood brand pressure treated pine with a mischievous band of beavers driven to create their own oasis at the lodge? “The Woodland’s Most Wanted.”

What do you get when you combine YellaWood brand pressure treated pine with a mischievous band of beavers driven to create their own oasis at the lodge? “The Woodland’s Most Wanted.”

The new marketing campaign from Great Southern Wood, Abbeville, Al., follows the tales of five lumber-obsessed beavers, and launched nationally March 17.

“Through the use of non-traditional YellaWood fans, in this case, a team of beavers, we’re taking a humorous approach to establishing the desirability of YellaWood brand products,” said chief marketing officer James Riley. “It’s a fun and engaging way to encourage homeowners to create their own five-star backyard and to demand pressure treated pine with the little Yella Tag.”

Designed to reinforce its positioning in the market and to provide support to dealers across the country, the campaign includes print, digital, broadcast, billboards and in-store elements.

 

526 Media Group

Publisher of two monthly magazines for LBM dealers and distributors—The Merchant Magazine, founded in 1922 to serve the western U.S., and Building Products Digest, formed in 1982 to serve east of the Rockies.

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