Huffy – Steve Farrar

Agency research uncovered a pivotal market insight: mothers, rather than fathers, were the primary decision-makers for family bicycle purchases. This discovery fueled the 'Moms on Bikes' campaign, a strategic pivot that moved away from technical specs to embrace emotional resonance. By tapping into the nostalgic, 'feel-good' memories of childhood freedom, the campaign re-established a sentimental connection between moms and the joy of riding.

The Hometown Cruise landing page allowed moms the opportunity to choose a virtual; Huffy and, through Google Maps, take a ride through their childhood neighborhood, reminding them of what it felt like to ride a Huffy as a kid!