GAF has expanded its consumer outreach through a multiplatform advertising campaign based around A&E Network’s top-rated program, Duck Dynasty. The media campaign was built around the company’s in-program appearance, with digital advertising on the show’s A&E website and the debut of a new national television commercial featuring the company’s distributor and contractor channel partners.
“Our partnership with Duck Dynasty provides us with a new avenue for reaching our consumers and promoting our Master Elite Contractors, GAF Premier Roofing Dealers, and GAF Pro-Grade Master Distributors in a unique way, while continuing to build the GAF brand,” explains Paul Bromfield, senior vice president of marketing and business development at GAF. “Our Timberline Shingles are the No. 1-selling shingles in North America, and were hand-picked by the Robertsons. Airing during a top show with such high viewership supports our position as the industry’s preferred brand, and builds on the brands of our contractors and distributors.”
Airing on A&E on Wednesdays at 10 p.m. EST, record-breaking Duck Dynasty is currently television’s most-watched nonfiction cable series. More than 11 million viewers tune in weekly to follow the Robertsons and their family-operated duck call business, Duck Commander.
In the Feb. 19 episode, GAF contractors used Timberline Lifetime Roofing Shingles to replace the aging roof of cast members Jep and Jessica Robertson’s home while featuring prominently branded GAF roofing materials. Simultaneously, the Robertson men were tasked with laying down a concrete pathway in front of the home, which resulted in a “race the roofers” home makeover challenge. The race was, of course, won by GAF’s professional contractor team in the single-day challenge.
The first segment of the show directly segued into the national debut of GAF’s commercial during the show’s initial commercial break. The 30-second advertisement highlights GAF Master Elite Contractors, GAF Premier Roofing Dealers, and GAF Pro-Grade Master Distributors. Television advertising will continue through the show’s current season.