‘Tried & True’ was a lead-generation campaign for AmeriPride. The campaign title describes AmeriPride’s customers as much as it describes AmeriPride. It’s blue-collar, hardworking, authentic. The tone of the campaign is genuine and straightforward, using gritty photography of real people (often actual AmeriPride customers) and speaking in their own voice—without the ubiquitous industry jargon.
Bolin brought Tried & True to life through a multi-step campaign, which included direct mail, microsite, and video, reaching potential prospects at various touchpoints and consistently reinforcing the new AmeriPride branding.