Huk Fishing Spring 2025 Campaign

Spring 2025 was my second season with Huk and we decided to go big for the season campaign. I always try to pick a destination that compliments the line and this one was full of bright colors and loud patterns. So after a lot of conversations we decided that Panama was the destination to find a wide variety of color, landscapes, fish, and culture. We were lucky to have a friend there who provided access to anything we wanted to do. We caught peacock bass and snook in the rainforest and cubera snapper, wahoo, mahi, and many other species less than an hour offshore from the Pearl Islands in the Pacific.

This campaign was a turning point for the brand. The energy we captured was vibrant and different. We increased the women's business more than 230%, men's continued to be strong and our email and paid social campaigns continued to break records on a daily basis. The direct mail catalog, which was the 3rd in the history of the company, also saw the strongest ROAS numbers to date, continuing to prove that direct mail isn't dead if you create something people want to open.