Workwear brand KingGee returns to TV with ‘hero’ ad amid increasing competition

Workwear brand KingGee has embarked on its first major TV push for almost four years with creative which sees the return of the brand’s hero from the 1980s.

The campaign comes as the business, part of the Pacific Brands portfolio, looks to improve sales and drive brand messaging amid the emergence of new competition in the market.

Workwear marketing manager Nadia Zaffino said the campaign, the work of McCann Melbourne, is also designed to push the latest range of its Workcool clothing, described in the ad as “the coolest workwear ever made”.

“Sales have been steady but incremental sales are perhaps not as strong as we would have liked,” she said. “There are also a couple of new players in the workwear sector so it’s important we retain our relevancy. We cannot afford to relax and need to keep innovating.”

She said the ads, which portray a man in KingGee clothing coming to the aid of workers whose digger has come unstuck, pays tribute to the heritage of the brand’s hero of the 1970s and 1980s.

Two versions of the commercial have been produced, a 30-second and 15-second slots, while consumer competitions, pre-roll, billboard and digital activations will also form part of the push.

Zaffino said WorkGee is targeted a foremen and project managers “who the other workmen look up to for advice”.

“It’s an iconic brand and many people can relate to the heritage,” she added.

The campaign runs until October 18 with another marketing push, for its new Comptec safety shoe, beginning two days later. Another push has been planned for early next year.

McCann Melbourne won the account in March taking responsibility for the Hard Yakka, KingGee and Stubbies brands.

Steve Jones


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