Invited to the Holidays Since 1912
The Goal
Make L.L.Bean Flannel synonymous with the holidays
For decades, L.L.Bean flannel has been a staple of the holidays—from family portraits to timeless holiday classics like Christmas Vacation. And this holiday season will see the return of their iconic L.L.Bean Vintage Tartan, part of the Scotch Plaid Collection.
But when it comes to flannel, people see patterns, not brands. How do we make flannel synonymous with L.L.Bean and the moments that matter most during the holidays?
The Insight
The most meaningful and memorable holiday moments aren’t generated—they’re shared.
Flannel is made for those holiday moments. It’s a layer against the cold while you string up lights. A sleeve to absorb hot chocolate spills on lazy mornings. A cozy uniform for the annual family photo. A reminder of every holiday that’s come before—and something you can rely on for all the holidays to come.
That realness and reliability is what makes L.L.Bean Flannel so special.
The Solution
Embracing L.L.Bean Flannel as the Fabric of the Season
We spotlighted and celebrated the role L.L.Bean Flannel has had the honor of playing in family holiday celebrations since L.L.Bean was first founded in 1912. Inspired by real people, traditions, and Holiday Classics—all featuring L.L.Bean Flannel.
This fully integrated celebration of flannel played out across all owned and paid channels—from television commercials to print ads, and digital to social media. We fueled L.L.Bean’s channels with Flannel all season long.
Extending the Campaign on Social
The flannel theme continued across print and digital to promote the L.L.Bean pop-up in New York and the season's familiar pattern everywhere. We focused on evoking warmth, belonging, and the feeling of being home for the holidays.
FULL PAGE PRINT SPREAD FROM NYMAG NOVEMBER GIFT GUIDE
FULL PAGE PRINT SPREAD FROM NYMAG NOVEMBER GIFT GUIDE
FULL PAGE PRINT SPREAD FROM NYMAG NOVEMBER GIFT GUIDE
Because L.L.Bean Flannel is more than just a shirt, it's a staple of the season. L.L.Bean is honored to have been Invited to the Holidays Since 1912.
