Hawkshead makes good quality, affordable outdoor clothing. After a ten-year period when the brand had passed through the hands of several large retailers, the new owners took Hawkshead back to its roots - the Lake District.

Our campaign created an authentic connection to the Lakes by building relationships between Hawkshead and key regional stakeholders: the rangers (who guide visitors through the Fells), the National Park Authority (who protect the landscape and engage visitors) and schools throughout the region.

We created a variety of events and CSR-led initiatives to engage each group, from direct sponsorship to picnics in the park, all backed by targeted media relations to achieve high quality editorial coverage.

The campaign also featured extensive product placement to promote key garments, from shirts, skirts and wellies to the toughest outdoor jackets.