Preston Kelly launches iconic “Stop the Raccoons” campaign to reframe disposer consideration

Thursday - September 11, 2014

Approximately half the households in the U.S. have a food waste disposer in their kitchens. In an effort to reach the unconverted, Minneapolis marketing agency Preston Kelly has developed an integrated campaign for InSinkErator, the world’s largest manufacturer of disposers.

 

Research indicated smelly, messy garbage as a universal consumer problem. The television spots were shot using a trained troupe of menacing raccoons as a symbol for the unsavory pests food garbage attracts. As the raccoon tribe parties in the trash, InSinkErator disposers by contrast, easily eliminate smelly garbage and the problems that come with it.

 

“If you don’t already have a modern garbage disposer, you don’t know what you’re missing,” said Chris Preston, EVP/Creative Director of Preston Kelly. “With this campaign, we change the argument by dramatizing the downside of that ignorance and bringing out the clean, quiet benefits of the modern disposer.”

 

The media mix includes television spots, digital display advertising, social media and content creation/media relations. All these efforts drive traffic to a microsite (www.stoptheraccoons.com) Preston Kelly created to provide education to the uninitiated. The site also addresses another campaign objective, which is to encourage current disposer owners to upgrade to an Evolution Series food waste disposer. Evolution Series disposers can grind more types of food and the loudest thing you may hear is the water running. The microsite also features installation tips, product comparisons and customer testimonials.

 

“People who haven’t already considered a disposer are hard to convince,” said Carol Baricovich, Director of Global Brand Communications and Government Relations at InSinkErator. “With Preston Kelly’s help, we believe our iconic raccoon nemesis will grab their attention and put InSinkErator disposers into serious consideration for a clean, modern kitchen.”

Elkay Names Preston Kelly Agency of Record

Thursday - September 11, 2014

MINNEAPOLIS, Minnesota – Elkay, an American-owned and operated manufacturer of stainless steel sinks, faucets, foodservice products, cabinets, drinking fountains and bottle filling stations, has selected Preston Kelly as its marketing agency of record following a competitive review of Midwest agencies.

 

Preston Kelly will lead Elkay through a brand-building process with the goal of creating demand among consumers and the trade for Elkay-manufactured products. Elkay has been manufacturing innovative products for more than 90 years.

 

“Preston Kelly impressed us with the depth of their strategic thinking during the pitch process,” said Lindsay Klebenow, Vice President of Marketing at Elkay. “They went above and beyond the initial assignment by presenting innovative ways of communicating our brand story. I expect that will be true of our partnership going forward.”

 

“The Elkay brand has only scratched the surface on how it can help the business grow,” said Chuck Kelly, Chief Executive Officer at Preston Kelly. “We will work with Elkay to turn the brand into a harder-working asset for the business.”

 

Elkay adds to Preston Kelly’s experience in the home products category, joining InSinkErator, an account the agency won last year. Other Preston Kelly clients include Be The Match, HealthPartners, Mall of America, Medtronic, Nickelodeon Universe, Physicians Mutual, Roundy’s Supermarkets, SuperAmerica, and the YMCA, among others.

 

About Elkay

Since 1920, Elkay has been making innovative products and delivering excellent, domestic customer care. Headquartered in Oak Brook, Illinois, Elkay expanded its commercial offerings over four decades ago, and today delivers world-class sinks, faucets, foodservice fixtures, water coolers, drinking fountains and award-winning rapid bottle filling stations. Additionally, Elkay Wood Products is one of America’s leading cabinetmakers in the marketplace, with industry leading brands that include Medallion Cabinetry, Mastercraft Cabinetry, Design-Craft Cabinetry, Innermost Cabinetry, Yorktowne Cabinetry, Woodbridge Cabinetry, Schuler Cabinetry and American Cabinetry Collection. Like your family, the Elkay family has values and traditions that endure; for almost a century, Elkay has been an American-owned and operated company, providing thousands of jobs that support our families and communities.

 

For additional information, visit Elkay.com.

 

About Preston Kelly

Preston Kelly is a full-service, independent marketing agency that creates Iconic Ideas for its clients across multiple categories. Preston Kelly was recently named as one of the top 25 Most Effective Independent Advertising Agencies in the country by Effie Worldwide. Preston Kelly is a past recipient of Advertising Age’s Midwest Small Agency of the Year award and Radio Mercury Awards’ Integrated Campaign of the Year award in 2010. Preston Kelly is a member of Worldwide Partners, the world’s largest network of independent marketing and communications firms. To learn more about Preston Kelly, visit prestonkelly.com, become a fan on Facebook or join the conversation on Twitter. You can also read their musings on the latest trends in advertising at Iconic Ideas Tumblr.

Jr. copywriter

Tuesday - August 19, 2014

We’re looking for a junior writer who can hold his or her own with three of the best AD’s in the country.  A passionate writer’s writer with a media neutral approach to concepting and a collaborative spirit.  You can hit the laptop running on content, radio, TV, banners, print, posters, social and direct upon occasion. We’d like somebody with creative ambitions as big as the river outside our office door and a work ethic to match. You either have a couple of very strong years in the business and/or a book that already feels like you do. Seriously, a killer advertising book is essential don’t just send editorial writing, or school poems.  PK was recently named Ad Age's Midwest Small Agency of the Year and is ranked in the top 25 nationally in the Effie Effectiveness Index. (clients like that)

 

Send resume and samples to careers@prestonkelly.com.

 

Wanted: Account Supervisor

Friday - August 08, 2014

We’re looking for the best and the brightest to join us at Preston Kelly. Someone who has fire in their belly to go above and beyond and do what no other Account Supervisor has done before. You are an ambitious, superlatively talented account person who has been in the business for five plus years, but you’ve only scratched the surface of your potential.

 

We will offer you growth opportunities by working on a variety of great clients. You will bring us strategic smarts and the ability to collaborate on a team that will generate ideas that engage consumers. And, most importantly, you have superb client relationship skills all wrapped up in a “can-do” attitude.

 

Hiring criteria:

 

  • Motivated, self-starter
  • Client relationship skills
  • Capacity to handle complex clients
  • Natural curiosity
  • Organized and detail-oriented
  • Leadership potential
  • Good oral and written presentation skills

 

Job requirements and description of responsibilities:

 

  • Ability to build strong relationships (internal and external)
  • Open and honest communicator
  • Effective project management skills
  • Research and analyze data to support/build POVs
  • Digital experience (digital strategy, social media, etc.)
  • Ability to passionately champion and effectively push creative to build the brand
  • Proactive, creative problem solving skills
  • Ability to work under pressure/daily deadlines
  • Understands basic financial fundamentals to manage budgets and profitability

 

Preston Kelly is a full-service, independent marketing communications agency located in Northeast Minneapolis. We have a wide-array of clients such as Mall of America, HealthPartners, Roundy’s Stores (Copp’s, Pick ‘n Save and Mariano’s) YMCA, Medtronic, InSinkErator and Elkay.

 

Please submit a cover letter and resume to Dawn Leuer, HR Director at dleuer@prestonkelly.com by August 29, 2014. If you have any questions, please call 612-843-3942.

Designer

Monday - July 07, 2014

Preston Kelly is looking for an ambitious, superlatively talented designer with emphasis in digital and interface design. You will be a driven self-starter with an award winning design portfolio and be hungry to win more.

 

Nitty: You’ll have strong and flexible skills in visual design and interaction design. Substantial understanding of user interface, information architecture and a passion for interactive content development. Ninja level skills with responsive design and mobile first thinking.

 

Gritty: As part of an integrated branding agency, you should be prepared to handle concept driven work, from beginning to end. Strong type skills and attention to detail are a must. Strong Photoshop, Illustrator and InDesign skills are also required, any html / css skills are a plus. Must be uber collaborative and passionate about building from colleague’s ideas. Must be organized and able to meet reasonable and sometimes unreasonable deadlines.

 

You’ll have a chance to work with writers who were in nearly all the major award shows last year and be working at an agency named 2010 Midwest "Small Agency of the Year" by Ad Age magazine. If you love your craft, are ready to do the best work of your life, and have a great portfolio, please shoot us an email at careers@prestonkelly.com with a link to your resume and work.