C-A-L Ranch:
Down Home Rewards

FNBO wanted to reinvigorate their co-branded credit card for their existing partner, C-A-L Ranch®. The brand has a devoted following in its region, but we learned the audience did not want to be marketed to — especially by a bank. Plus, store associates did not always feel comfortable selling the card as it did not “feel neighborly,” creating a conversational barrier.

Our solution to breaking down the barrier was to talk to our shoppers in a more meaningful and relevant way, but not from the bank’s perspective. Hawkeye tapped into a more emotional vein and used the power of storytelling to connect the dots with our “Down-Home Rewards” campaign.

By recognizing each purchase has an emotional motivation that goes beyond the item itself, we developed a multichannel campaign that was able to establish a connection with C-A-L Ranch shoppers quickly. These messages aligned the card’s value propositions with the values people love so much about the C-A-L Ranch brand.

To take pressure off the associates, we used prominent point-of-sale and in-store collateral to sell the features of the card.

Brittany Barefoot-McGinnis // Group Creative Director
Matt Le Meur // Creative Director
Katie Cantu-Broderick // Senior Copywriter
Patrick O’Malley // Senior Copywriter
Tim Krause // Senior Art Director
Julie Adkerson // Art Director