B2B, Millennial Opps: UniFirst launches first-ever brand campaign as spend skyrockets

UniFirst recently released a brand campaign, its first in its 86-year history. The new work comes after two years of essential workers being heroes amid Covid and the ways in which UniFirst has supported those workers. Made by Allen & Gerritsen, "Always Deliver" features real UniFirst employees that work in their depicted roles rather than actors. Sellers should get in touch soon to secure last-minute ad dollars.

The company makes company uniforms and, thus, has played a serious role in a wide range of professions, especially when it comes to essential workers, during the pandemic.

According to iSpot, this campaign marks UniFirst's first foray into national TV; since its debut, the company has allocated roughly $1.7m toward commercials that aired during College Basketball and the NCAA Tip-Off.

Since the beginning of 2022, Pathmatics reports the company has spent approximately $39.3k on digital ads, a huge spike from the approximately $1.8k it spent within the same 2021 timeframe. In 2021, UniFirst's estimated full-year spend of $13.3m reached more than double that of $5.8k in 2020. The company has earned around 13.8m digital impressions YTD via mobile display (51%) and desktop display (49%) ads placed onto site destinations such as tmz.com (5%), woot.com, liveleak.com, wunderground.com and sleakdeals.net.

UniFirst targets companies in need of uniforms, safety and restroom supplies and protective wear. It also targets consumers, particularly millennials. Kantar data shows the company also invests in print (newspapers) and OOH. As I briefly mentioned, sellers should get in touch soon to secure some of these increasing ad dollars.

Agency & martech readers - I see no major signs of upcoming agency reviews, but you may be able to secure project-based work down the road.