Michigan – As labour shortages continue to hit global supply chains, apparel company Carhartt is encouraging individuals to join the American workforce with a campaign that pays tribute to the importance of manual labourers.
As Carhartt is one of the oldest workwear companies still around today, the brand is well positioned to join the conversation on the current labour shortage crisis facing post-pandemic North America. In a bid to help fill the 3m job vacancies in the country's manufacturing industry, the Fit for the Next Frontier campaign takes the form of a film featuring over 50 different tradespeople, including a farmer, a mechanic and a solar panel technician, each representing the new realities of a highly misunderstood industry.
Acting as a recruitment drive for skilled workers, the campaign is an example of how companies like Carhartt can use the language of American Values Marketing to reach everyday citizens. ‘We exist to serve and protect all hard-working people, and right now, we need them more than ever. That’s why for us, this isn’t just an ad, it's a call to action,’ explains Brian Bennett, vice-president of creative at Carhartt.
Strategic Opportunity
The pandemic has raised awareness about the importance of essential workers. Companies can use campaigns to pay respect to the valuable members of their workforce – and encourage new ones
