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.
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