Rattle Taps UGC for Kittery Campaign

BOSTON Rattle’s first campaign for Kittery Trading Post uses footage from popular video-sharing sites in a series of TV commercials.

“The approach takes a very traditional retail operation, steeped in local history, and helps them present a new, fresh, interactive face to the next generation of loyal Kittery Trading Post customers,” said Rich Swietek, co-cd at the independent shop in Beverly, Mass.

The agency searched the Internet for outdoor-oriented video vignettes that featured gear offered by the chain.

One such ad, “Fishing for Kayaks,” shows what happens when youths casting lines from a bridge snare a passing watercraft.

“If the videos were appropriate, and we could find the origin and owners of the spot, we used them in our commercials with their permission. One of the spots, targeting the southern Maine area, actually has members of the York, Maine, cross-country team in the video clip,” said Swietek.

The 30-second spots will run through fall and winter; spending was not disclosed.

Another regional shop, Havas’ Arnold in Boston, notably used UGC in a recent push for McDonald’s.

Other Rattle clients include Brigham’s Ice Cream and the New England Aquarium.