Clothing Brand Garanimals Comes to a New Generation of Parents with 'We Go Together'

Let’s face it, being a parent can be really hard. That was the initial observation that led to the latest Garanimals (owned by Berkshire Hathaway and sold exclusively at Walmart stores) campaign developed by Los York. The campaign launched in March.

“Parenting is an expensive, time consuming, sleep-depriving journey and in the process, you often forget who you are,” Scott Hidinger executive creative director at Los York says. “But at the same time you’re counting down the days until you get through it, you’re hanging on to every single second because you know just how quickly it will all be over.”

“We felt like there wasn’t a brand in the space that was representing this reality,” Hidinger continued. “We see so many cute, cooing babies and perfect toddler moments, but what about the kids who eat sand, or cry themselves to sleep?” The campaign insight is an attempt to acknowledge the Jekyll and Hyde reality of parenting.

The campaign tagline, “we go together” is an acknowledgment that parents and kids ‘go together,’ that the Garanimals line of mix and match clothes are also designed to ‘go together’, and that Garanimals ‘goes together’ with the values of modern parenting.

Hidinger added: “Garanimals has been a fixture in our culture since the early 70s, and we’re giving them a voice for the next generation of parents.”

The work created by Los York, which has repositioned themselves as a creative company, was all developed in house. Over the past few years, Los York Creative has developed a reputation for reviving legacy brands. Most recently, the company relaunched the classic Motorola Razr flip phone as a luxury item.

“I think because of our different approach to creative and production, we are able to tap into a brand’s DNA and execute on it in ways that connect to consumers,” Seth Epstein, Los York founder says. “That’s evident not only in the types of creative we’re doing but also the array of clients and sectors we’re working in.”