Minnetonka Moccasins

Minnetonka Moccasins are one of the most recognised and stylish footwear brands in the US - but were totally unknown in the UK until their launch in early 2006. When the distributor, Viva Trading, decided to bring the iconic label across the Atlantic, they turned to Hammond to launch the product and ignite consumer interest in the UK via the use of editorial media.

Initially only available through an online direct delivery service, Viva Trading was the sole UK distributor of the Minnetonka range. However, following the success of the launch, the footwear is now also available in selected leading retailers.

Using a targeted media campaign, our key task was to position the brand as a fashionable, yet comfortable, ‘must-have’ for consumers. Minnetonka Moccasins are unique due to their style and quality, and this needed to be portrayed to consumers and potential distributors.

We achieved extensive national and regional coverage through our excellent network of contacts, both in consumer magazines and newspapers - monitoring fashion trends within the market in order to adapt the style for each feature. As the popularity of the brand grew, we also made optimum use of celebrity endorsement from the likes of Kate Moss, Sienna Miller, Naomi Campbell and Kimberley Stewart which has in turn led to strong retail sales.

Coverage highlights included The Observer, Tatler, Vogue, Heat, Grazia, You Magazine, The Daily Telegraph, The Guardian and the Daily Mail to name but a few!

"Hammond played an important part in raising the profile of Minnetonka Moccasins - a new brand that was all but unknown in the UK. They worked hard for us, were attentive and effective and were always prepared to go the extra mile. Best of all, everyone at Hammond showed a genuine enthusiasm - something which we really appreciated."
Harvey Flinder, Viva Trading