UniFirst launches first national brand campaign in 86-year history
Advertising is supported by an integrated multimedia campaign in select U.S. and Canadian markets with Always Deliver ads appearing across broadcast and cable networks, connected TV platforms, terrestrial and satellite radio, print publications and digital formats , including social media and digital signage.
UniFirst created Always Deliver in partnership with BostonAllen & Gerritsen-based advertising agency. The campaign comes at a pivotal time when the world is still navigating through the COVID-19 pandemic, which served, in part, as inspiration behind its theme of honoring essential workers who are still delivering for their customers. Always Deliver features real workers and real UniFirst employees, not trained actors or professional role models, to help tell the story of the courage, integrity and perseverance it takes to get the job done hard work and the uniforms and services that UniFirst provides to help them. to succeed.
The TV commercial, produced by Michael Marantz and produced by M SS NG P ECES (Missing Pieces), opens with uniformed service workers in a variety of industries, including delivery personnel, energy workers, automotive technicians , healthcare professionals and food service workers, getting up at dawn to go to work and end the day at home with their families. It ends with the UniFirst promise: “You always deliver for your customers and family and that’s why UniFirst always delivers for you.”
“At the heart of Always Deliver are the uniformed workers we serve, and they include both our own staff and our customers. They are the real stars here,” said Steven Sintros, President and CEO of UniFirst. “The COVID-19 pandemic has reinforced what we already knew: our work is essential because we serve ‘essential workers’…always providing them with the uniforms and services they need to do their jobs. We are with them every step of the way. .”
This campaign is part of the ongoing evolution of the UniFirst brand launched approximately two years ago to meet the long-term needs of its more than 2 million uniform wearers. The company redesigned its route service rep (customer delivery staff) uniforms for an updated contemporary look, then revamped its fleet of vehicles across North America. This multimedia brand campaign targeting uniform makers is the next step in this evolution.
“The evolution of our brand demonstrates our commitment to making investments that support our long-term vision to become universally recognized as the industry‘s premier uniform service provider,” said David Katz, executive vice president of sales and marketing for UniFirst. “This multimedia brand campaign tells not only who we are, but also why we do what we do and who we do it for.”
This step also has special significance for Cynthia Croattiexecutive vice president of UniFirst and daughter of the company’s founder Aldo Croatti. “My dad would be so proud to see us honor the worker in such an impactful way,” Croatti said. “Aldo was a true visionary and founded our company on the very principle that we should always focus on our customers, the workers we serve.”
The broadcast times for March Madness basketball games when the Always Deliver ads air are as follows:
- 3/17 @ 7 p.m. EDT/ 4 p.m. Peaceful on CBS/TSN, TNT, TBS and TruTV
- 3/19 @ 12 p.m. EDT/4 p.m. Peaceful on CBS/TSN
- 3/20 @ 12 p.m. EDT/ 4 p.m. Peaceful on CBS/TSN
The shows will also stream live on Apple TV, Hulu, Roku. YouTubeTV, FireTV, NCAA.com, BleacherReport.com, CBS Sports and on the March Madness app.
For a preview of UniFirst’s upcoming debut of its Always Deliver ad, visit https://unifirst.com/company/videos/alwaysdeliver/.
Based at Wilmington, Mass., UniFirst Corporation (NYSE: UNF) is a North American leader in the supply and maintenance of uniform and workwear programs, as well as the delivery of facility services programs. Along with its subsidiaries, the company also provides first aid and safety products, and operates specialty apparel programs for cleanrooms and nuclear industries. UniFirst manufactures its own workwear, protective clothing and floor care products; and with 260 points of service, more than 300,000 customer locations and 14,000 employed team partners, the company equips more than 2 million workers each working day. For more information, contact UniFirst at 800.455.7654 or visit UniFirst.com.