Nucor Breaks First Campaign From EMA

ATLANTA Nucor is placing a two-page spread in The Wall Street Journal tomorrow and the next issue of BusinessWeek, which is available Friday, as part of its first unified national branding campaign, according to the shop that produced the ads.

The Charlotte, N.C., office of Eric Mower and Associates, an independent agency based in Buffalo, N.Y., created the campaign. EMA acquired the account last year with the purchase of independent Charlotte shop PriceMcNabb, which has held the Nucor account for the past 12 years. This is the first work for the steelmaker under the agency’s new ownership.

The WSJ work will run for five consecutive Wednesdays, with a different ad each week. After that, it will be reduced to a half-page ad and appear another 21 times through September. The BusinessWeek ad will run 12 times through September. The shop produced a total of five different ads for the campaign.

The campaign revives the tagline, “It’s our nature,” that Nucor, one of the nation’s largest steel manufacturers and recyclers, used five years ago in a series of ads about the company’s environmental protection programs. The tag will be used in all the new ads.

One ad explains that Nucor is developing a method of making pig iron, a major ingredient of steel, by using eucalyptus trees as fuel, which eliminates harmful emissions from the plant. Other ads promote the company’s commitment to producing steel without harming the environment.

The campaign will include online ads on WSJ.com and BusinessWeek.com and print work in several trade magazines. EMA also is providing public relations, internal communications and media buying for the company.

“We are in a dynamic industry that has reinvented itself virtually overnight and we believe Nucor is at the leading edge of that transformation,” said Daniel R. DiMicco, CEO and president of the Charlotte-based company. “We believe it’s important for our customers, stakeholders, plant communities and other business associates to understand the difference that our culture makes in everything we do.”

Spending on the campaign was not disclosed.