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US Creative Work of the Week: Dinty Moore puts hipster “lumbersexuals” to work in latest campaign

Hormel’s Dinty Moore recently had some fun with one of society’s latest man trends – the lumbersexual – by pitting four of these bearded, flannel-clad men against one another in a professional lumberjack competition.


Created by BBDO Minneapolis, the effort is part of stew maker Dinty Moore’s campaign to “bring back the true lumberjack.” In a series of videos, four “lumbersexuals” – whose day jobs are IT professional, interior house painter, wedding club photographer, and beard club president – convene in the woods to train for the competition by learning from real-life lumberjack Adrian Flygt.

The tongue-in-cheek films show the four lumbersexuals as they struggle to throw axes and use saws without messing up their hair. Following their training, the men competed at the Stihl Timbersports Series US Pro and Collegiate Championships in Chicago earlier this month to find out which lumbersexual was able to truly transform into a real lumberjack.

“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,” said Nicole Austinson, Dinty Moore brand manager.

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