AmeriTex Pipe & Products
AmeriTex is a Texas manufacturer of concrete pipe solutions for storm drain infrastructure. Not only are their employees giant, steak-fed, industrial cowboys but their commitment to infrastructure, employees, and community are second to none. They run a farm that their employees participate in and benefit from, they have a food truck that regularly attends construction sites to feed workers (not their employees) and they support and invest in the communities they help build.
Create a brand campaign that takes their larger than life persona and promotes their values, integrity, and love of infrastructure to civil engineers, supporters of concrete and the industry in general to build brand awareness and fill their internal marketing database. This campaign was tackled in two folds, the first was the brand awareness campaign. That was followed up with a limited edition t-shirt giveaway through remarketing, engagement and highly targeted buyer personas.
During the discovery phase, it was clear who these guys were. Giants. Not only was their generosity larger than life but a majority of their employees tower over the average man. When dealing with products that weigh over 10,000lbs I guess you need to have some meat on your bone.
Create "larger than life" campaign that positions AmeriTex as the giants of the concrete industry.
Concepted, designed and executed the campaign from ideation through copywriting. But the biggest challenge was executing deliverables during an economic shutdown. The main responsibility shifted from coordinating stylists, photography and production into ensuring everyone was safe and comfortable.
Stand Strong America
What we did