Harbor Freight: Lost Art

Andrew Butler, Katie McClay, Alissa Coronna

Tool and equipment retailer Harbor Freight grew awareness, consideration and sales in the US by repositioning itself with a more emotional brand message delivered via TV, online and social media.

Campaign details

Brand: Harbor FreightBrand owner: Harbor FreightEntrant company: Leo Burnett - USAIdea creation: Publicis ChicagoMarket: North AmericaSector: RetailMedia channels: Online video, Social media, Video on demand

Executive summary

In 2021, the home...

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