Orvis was founded in 1856 by Charles F. Orvis in Manchester, Vermont. The company makes high-end clothing and outdoor gear for fly fishing fanatics and bird hunters. Also, certifiable preppies from coast-to-coast prefer Orvis.
Like L.L. Bean, Filson, and others in its category, Orvis has long relied on its direct mail catalog. The company mails more than 44 catalog editions each year with a total annual circulation in excess of 45 million. Today, Orvis also has 69 retail stores and 10 outlets in the US, plus 18 retail stores in the UK.
Despite its considerable direct mail, online and retail footprint, plus 160 years in business, the brand does not now have the kind of awareness it needs to fuel growth. Cue the commercials…
Orvis worked with Admirable Devil to produce its first-ever TV commercials. Based on the strategy, “Make an adventure out of life,” the agency developed The Great Awaits. And with it, a distinct storytelling style that invites outdoor lovers to imagine the joy of wading into the natural world, anticipating their own next great adventure.
In the “anthem” spot, you can feel the anticipation that anglers and hunters feel. For the serious angler, getting to the right spot when the fish are biting is like attending a Rolling Stones concert for a music fan, or the Rose Bowl for a college football fan, and the energy of the spot begins to capture this emotion and link the brand to it.
The other spot is about living the good (Orvis-filled) life and knowing how to appreciate what matters—time spent with loved ones, including ones’ canine companions.
The new brand advertising matches the company’s generous spirit. Orvis donates 5% of pre-tax profits every year to protecting nature, supporting communities, and advancing canine health and well-being. With a unique matching grant program, Orvis and its customers have raised and donated more than $20 million to protecting nature over the past 25 years.