GAF Builds Brand Awareness through Duck Dynasty Partnership
GAF Materials Corp
1361 Alps Road
Wayne, NJ, 07470
Press release date: February 24, 2014
North America's Largest Roofing Manufacturer Launches National Advertising Campaign
Wayne, NJ - GAF, North America's largest roofing manufacturer, has expanded its consumer outreach through a multiplatform advertising campaign based around A&E Network's top-rated program, Duck Dynasty. The media campaign was built around the company's in-program appearance, with digital advertising on the show's A&E website and the debut of a new national television commercial featuring the company's distributor and contractor channel partners.
"Our partnership with Duck Dynasty provides us with a new avenue for reaching our consumers and promoting our Master EliteŽ Contractors, GAF Premier Roofing Dealers, and GAF Pro-Grade™ Master Distributors in a unique way, while continuing to build the GAF brand," explains Paul Bromfield, senior vice president of marketing and business development at GAF. "Our TimberlineŽ Shingles are the #1-selling shingles in North America, and were hand-picked by the Robertsons. Airing during a top show with such high viewership supports our position as the industry's preferred brand, and builds on the brands of our contractors and distributors."
Airing on A&E on Wednesdays at 10 p.m. EST, record-breaking Duck Dynasty is currently television's most-watched nonfiction cable series. More than 11 million viewers tune in weekly to follow the Robertsons and their family-operated duck call business, Duck Commander.
In the February 19 episode, GAF contractors used TimberlineŽ Lifetime Roofing Shingles to replace the aging roof of cast members Jep and Jessica Robertson's home while featuring prominently branded GAF roofing materials. Simultaneously, the Robertson men were tasked with laying down a concrete pathway in front of the home, which resulted in a "race the roofers" home makeover challenge. The race was, of course, won by GAF's professional contractor team in the single-day challenge. You can see the episode here:
The first segment of the show directly segued into the national debut of GAF's commercial during the show's initial commercial break. The 30-second advertisement highlights GAF Master EliteŽ Contractors, GAF Premier Roofing Dealers, and GAF Pro-Grade™ Master Distributors. Television advertising will continue through the show's current season.
Founded in 1886, GAF has become the largest roofing manufacturer in North America. The company's products include a comprehensive portfolio of steep-slope and commercial roofing systems, which are supported by an extensive national network of factory-certified contractors. Its success is driven by its commitment to Advanced Quality, Industry Expertise, and Solutions Made Simple for contractors, specifiers, and property owners alike. In 2011, GAF was the first roofing manufacturer to offer a Lifetime limited warranty on all of its laminated shingles and, in 2012, it introduced the GAF Lifetime Roofing System.
With a focus on social responsibility, GAF has developed Advanced ProtectionŽ Shingle Technology, which provides superior durability and wind resistance while reducing the use of scarce natural resources. The company has also developed single-ply and asphaltic membranes with superior durability and high reflectivity to meet the most rigorous industry standards while helping commercial property owners and designers reduce energy consumption.
GAF also supports the roofing industry through CARE, the Center for the Advancement of Roofing Excellence, which has provided education to over 125,000 professionals. CARE's mission is to help professional contractors and distributors build their businesses through sales and management education, and to provide product and installation training to contractors, distributors, architects, property owners, and related industry personnel. For more information about GAF, visit www.gaf.com.
1361 Alps Road.
Wayne, NJ 07470