Griffin Archer’s new campaign for J.R. Watkins reminds us why we’ve got to hand it to our hands.
Our minds may be the masters of our lives, but our hands are what get things done every day. For 148 years, J.R. Watkins has been there for the doers: for those whose hands scrub, soothe, sew, clean, care, cook, create, teach, toil, bathe, bake, make and more. Its new ad campaign “Live Hands On,” created by Minneapolis-based ad agency Griffin Archer, celebrates the hands that do so much. “The campaign was developed on one simple insight: Hands are the connection point between our consumer and all of our products. This connective tissue across J.R. Watkins’s product categories created a brand platform of emotional territory worthy of the 148-year-old brand,” said J.R. Rigley, president and chief marketing officer of J.R. Watkins.