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Do These 'Lumbersexuals' Have What it Takes to Be the Real Deal?



BBDO Minneapolis puts urban lumberjacks through their paces in latest campaign for Hormel Foods

Do These 'Lumbersexuals' Have What it Takes to Be the Real Deal?

Known as some of the toughest men in the US, the lumberjack lifestyle has been a part of American culture for over a century, reaching as many as 500,000 lumberjacks in the forests of Maine and Minnesota in the early 1900s. However, the lumberjacks many people think of today are not the typical axe throwing, wood chopping or crosscut sawing burly men of the logging world, rather, they are now typically spotted in a fitted flannel and trendy lace-up boots with freshly trimmed beards to match: the lumbersexuals.

As part of the Dinty Moore brand campaign to bring back the true lumberjack, Hormel Foods went to the depths of Minnesota in search of a team of lumbersexuals to transform into real lumberjacks and, ultimately, compete in a professional lumberjack competition this summer. The brand is partnering with STIHL TIMBERSPORTS and professional lumberjack Adrian Flygt to train the lumbersexuals in core areas of logging and forestry, giving them the necessary skills to walk, talk and compete like a lumberjack.

“We’re thrilled to partner with STIHL TIMBERSPORTS and expose fans of Dinty Moore stew to the rigorous, disciplined and exciting journey of becoming a lumberjack,” said Nicole M. Austinson, Dinty Moore brand manager at Hormel Foods. “The lumberjack spirit has been a part of our brand from the beginning, starting with our animated character that appeared on our product labels and in our ads, so it seemed fitting to become a part of this great competition and salute our heritage.”

With the official lumberjack training completed this spring, the lumbersexual team—Lumber Michael, Lumber Jamin, Lumber Ben, and Lumber Ian—will now move on to compete at the STIHL TIMBERSPORTS Series U.S. Pro and Collegiate Championships on July 15 in Chicago Southland, sponsored by the makers of Dinty Moore beef stew. Making significant progress from when they began their transformation, these lumbersexuals are not afraid to get their hands dirty—just not their hair.

The STIHL TIMBERSPORTS Series—The Original Extreme Sport—pits the top lumberjack athletes from across the country in gruelling and thrilling axing, sawing and chopping competitions.

“Exposing real people to the world of lumberjacking is a great opportunity for our sport, as it shows the true discipline, hard work and commitment of our athletes,” said STIHL TIMBERSPORTS Series Executive Producer Brad Sorgen. “What started as a small, passionate, niche sport for professional lumberjacks has grown into a sport with global popularity, so we’re excited to see if these guys have what it takes to compete.”


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Genres: Comedy

Categories: Food, Meat & Fish

BBDO Minneapolis, Tue, 19 Jul 2016 09:43:34 GMT