When it comes to conceiving the perfect creative, Brunner knows that inspiration can come from the unlikeliest of places—like a team of crafty critters on a mission. In their award-winning “Save the Heist” campaign for YellaWood®, Brunner brings to life the tale of semi-aquatic rodents going to extreme lengths to nab the finest pressure-treated pine. This amusing concept was born from the idea that everyone, even the most industrious little builders, craves the best for their backyard projects. The campaign’s playful narrative not only showcases YellaWood’s top-notch quality but also highlights Brunner’s knack for turning ideas into whimsical stories that stick. Here, imagination meets strategy, and even a band of buck-toothed bandits can become the unlikely heroes of high-quality lumber. Let’s take a closer look at the award-winning campaign through Brunner’s case study, where they reveal how an ambitious tale of backyard heists became a success-filled story of branding brilliance.
By: Jeff Shill, Creative Director, Brunner
Top builders seek out the best. Regardless of their species.
New building projects mean homeowners can take their backyards to a much higher level. For 10 years running, YellaWood® brand pressure-treated pine and Brunner have championed the best backyard experiences. Our stand-out “For Five-Star Backyards” campaign was recognized with a 2024 Advertising Graphis platinum. Who better to highlight the pursuit of excellence than a team of semi-aquatic rodents who will stop at nothing to get their paws on the very best?
Those who know high-quality lumber go above and beyond to get it, including those with buck teeth and leather tails. This was the inspiration behind the campaign. Our rag-tag team of nature’s master builders is out to build their own five-star backyard. As the YellaWood® brand’s number one fans, these bucktoothed bandits represent a relentless pursuit of the absolute best in backyard living.
It’s not easy separating a commodity brand from the competition. At the heart of our strategic approach lay a simple yet powerful idea: position YellaWood® as the premium brand in the category. Therefore, the solution had to be unique, memorable, and ownable. Our independent agency was on a quest of our own to find excellence, and because great clients demand great work, we would not rest until we found it.
In addition to standing apart, the campaign had to appeal to both homeowners with a backyard vision and B2B contractors who help bring that vision to life. Brunner was able to successfully link the YellaWood® brand’s trusted reputation with the contractor’s pride in craftsmanship and the homeowner’s desire for elevated backyard experiences. Brunner understood that success comes from crafting an emotional connection to both audiences.
The numbers indicate a highly successful mission. The award-winning creative drove results in both purchase intent and brand awareness, pinning YellaWood as the #1 top performer against competitors in all branding metrics and driving a 37-point awareness lift and 16-point purchase intent lift.
But of all, the quest ultimately leads to backyard structures, memories, and moments that are truly worthy of five stars.
Brunner is a leading independent integrated marketing agency proud to have Good People, Creating Great Work for Our Clients. Brunner simplifies the complexities of marketing by leveraging data insights to develop creative solutions for clients’ marketing challenges. Brunner’s broad client portfolio includes notable national brands like Aerie, Blistex, Inc., Church’s Texas Chicken, Great Southern Wood Preserving, Mitsubishi North America, The Home Depot Rental, and WesBanco Bank, among others. Brunner is headquartered in Pittsburgh, PA, with additional offices in Atlanta, GA.
