Laughlin Constable launches new Fleet Farm campaign

It's always fleet farm season

It’s always Fleet Farm season

Award-winning shop
adds year-round
Fleet Farm
boast in new campaign
for the Midwest retailer

Milwaukee-based Laughlin Constable has dropped a whole new lexicon of seasons for client Fleet Farm. The new “Seasons” campaign for the 63-year-old midwest retailer celebrates the idea that Fleet Farm has everything you need for every season of life.

Not familiar with Fleet Farm? And you call yourself a “Midwesterner?”

The retailer, mostly located in rural suburbs, offers a unique mix of high-quality, value-priced merchandise and services for active, outdoor, suburban and farm communities.

Customers can find fishing, hunting and outdoor products, auto parts, farm and pet supplies, home improvement and household goods, clothing and footwear, toys and food, plus services like gas, car wash and auto repair.

According to the new campaign, whether it’s “Strawberry Jam Season, Blaze Orange Season, Time to Shovel the Snow Season, or Your Daughter Really Wants a New Bike Season,” Fleet Farm is there to provide everything we need.

Staying true to the realism of the campaign, the work features real locations and real employees staying true to the brand’s deep midwestern roots. Have a look below:



“We want to increase brand awareness and drive curiosity as we continue to expand into new markets in 2018,” says Terry Brophey, Chief Marketing Officer of Fleet Farm. “The ‘Seasons’ campaign helps our brand to be top-of-mind and showcases our breadth and depth of product assortment.”



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“Fleet Farm has always been a brand with incredibly passionate and loyal customers,” adds Mat Lignel, President, CEO of Laughlin Constable. “As a result, while we’re seeing brick and mortar stores shutting down left and right, Fleet Farm is aggressively expanding, both off and online. The ‘Seasons’ campaign connects emotionally to the Fleet Farm existing audience while educating potential new customers on what makes Fleet Farm so unique.”

The new campaign was created and produced by Hive, Laughlin Constable’s in-house production company.

“We’re seeing a shift in how agencies create content,” says Lignel. The ‘Seasons’ campaign is a great example of how we’re leading the conversation to address the changing content and production needs of today.”

Fleet Farm currently has 37 locations across Minnesota, Wisconsin, Iowa and North Dakota, and has plans to open five new stores in Wisconsin and Iowa later this year.

The new campaign drops in late July and will broadcast regionally.

Client – Fleet Farm
   President & Chief Executive Officer – Derick Prelle
   Chief Marketing Officer – Terry Brophey
   Creative Manager – Kim Mathes
   Marketing Strategy Manager – Gary Scray

Creative Agency – Laughlin Constable
   Chief Executive Officer – Mat Lignel
   SVP, Executive Creative Director – Ross Lowinske
   SVP, Creative Director, Sr. Producer – Carrie Nygren
   Associate Producer – Kate Fiorita
   Senior Art Director – Dan Koel
   Art Director – Tami Severinsen
   Art Director – Cody Murri
   Copywriter – Mikaela Balfany
   Copywriter – Matt Portman
   Copywriter – Conor McCann
   EVP, Director of Account Service – Susan Stearns
   Account Supervisor – Nicole Weber
   Account Manager – Gabby Kailas
   Chief Strategy Officer – Mark Carlson
   Strategic Planning Director – Tom Curtes
   Integrated Producer – Katie Picciolo

Production Company – Circle Pictures
   Director – Robb Fischer
   Producer – Sue Karpfinger
   Editorial Company – HIVE

Contact Colin Costello at or follow him on Twitter @colincostello10.