MUSH x YETI
MUSH x YETI
Creative direction and campaign design for a citywide Austin takeover + YETI co-brand collaboration. (2025)
CHALLENGE
CHALLENGE
MUSH had two of its strongest relationships in Austin: Whole Foods (its first retail partner) and YETI, a brand built on a shared ethos (cold). Local brand awareness was low. Our goal was to grow household penetration in a market where MUSH wasn't yet a household name.
MUSH had two of its strongest relationships in Austin: Whole Foods (its first retail partner) and YETI, a brand built on a shared ethos (cold). Local brand awareness was low. Our goal was to grow household penetration in a market where MUSH wasn't yet a household name.
MUSH had two of its strongest relationships in Austin: Whole Foods (its first retail partner) and YETI, a brand built on a shared ethos (cold). Local brand awareness was low. Our goal was to grow household penetration in a market where MUSH wasn't yet a household name.
APPROACH
APPROACH
We built the takeover around the consumer journey, from awareness to loyalty, with creative designed for each stage. OOH, social, influencer, email, field sampling, in-store, and a tentpole IRL event with YETI all worked as one system, each piece serving a specific moment in the journey.
We built the takeover around the consumer journey, from awareness to loyalty, with creative designed for each stage. OOH, social, influencer, email, field sampling, in-store, and a tentpole IRL event with YETI all worked as one system, each piece serving a specific moment in the journey.
OUTCOME
OUTCOME
IRL event drew 500 attendees and gave MUSH a partnership playbook for future market takeovers.
24+%↑ $ sales • +24%↑ off-shelf sales
11K consumers reached through field sampling
41.1% email open rate • 5K%↑ social impressions
IRL event drew 500 attendees and gave MUSH a partnership playbook for future market takeovers.
24+%↑ $ sales • +24%↑ off-shelf sales
11K consumers reached through field sampling
41.1% email open rate • 5K%↑ social impressions
IRL event drew 500 attendees and gave MUSH a partnership playbook for future market takeovers.
24+%↑ $ sales • +24%↑ off-shelf sales
11K consumers reached through field sampling
41.1% email open rate • 5K%↑ social impressions
COLLABORATORS
COLLABORATORS
Marketing Lead: Lucy King
Sr. Director, Partnerships: Sarah Kirk
Launch Strategy: Sheri Hickey
Design Support: Kara DeVol
Social Lead: Arianne Dora
Field Marketing: Maddie Flanagan
Marketing Lead: Lucy King
Sr. Director, Partnerships: Sarah Kirk
Launch Strategy: Sheri Hickey
Design Support: Kara DeVol
Social Lead: Arianne Dora
Field Marketing: Maddie Flanagan
Marketing Lead: Lucy King
Sr. Director, Partnerships: Sarah Kirk
Launch Strategy: Sheri Hickey
Design Support: Kara DeVol
Social Lead: Arianne Dora
Field Marketing: Maddie Flanagan
