Feeding Epic Days & Wilder Lives

Inside all of us, there is something wild, and the latest brand campaign from Kodiak and Lafayette American is all about fueling your wildest self.

“Feeding Epic Days & Wilder Lives” follows a few of the limitless adventures that can be fueled by Kodiak. From families making waffles in the kitchen to a surfer enjoying beach side pancakes made on a hot plate. Mountain bikers, hikers, and outdoor-lovers alike show us there are many ways to live a wild life, but there is a universal truth shared by them all – “you don’t get a fire in your belly with a cold breakfast.”

The campaign is the first to reflect a new brand strategy and identity for Kodiak, which was developed in partnership with Solidarity of Unbridled Labor. From there, Detroit-based creative agency Lafayette American was brought in to bring that identity to life in the “Feeding Epic Days & Wilder Lives” brand campaign.

The goal of the new brand identity and campaign is to broaden Kodiak’s audience as well as increase loyalty among existing customers. Kodiak has increased marketing efforts in recent years, which began by creating a Chief Marketing Officer position in late 2021. Cory Bayers, whose previous experience include top marketing positions at Lululemon and Patagonia, was brought in as CMO with the goal to connect with its audience and continue to grow it. This is the first major campaign to be launched under Bayers’ leadership.

"Kodiak's story is a good one – a family from Park City, Utah who came up with a tasty, healthy recipe for their breakfast table, and then began selling that flapjack mix from their son's little red wagon,” says Doug Patterson, ECD at Lafayette American. “But setting yourself up for an epic day with a great breakfast isn't just for folks in Park City, it's for anyone who wants to get more out of life. And that's the message we're delivering with this campaign.”

In addition to the work from Layette American and Solidarity of Unbridled Labor, the production was directed by Mishka Kornai and Cameron Dutra of the production agency Florence. In the spots, Kodiak foods are fueling the adventures of a wide scope of wilderness explorers including young families, the elderly, and seasoned outdoorsmen. The cinematic realism captured by Cameron Dutra and Mishka Kornai’s naturalistic style amplifies the surroundings and authentic moments between performers. Lit by leveraging natural lighting, the lifestyles shown in harmony with Kodiak foods are ones that are accessible and undoubtedly fun whether they be full of high adventures or meditative solitude. The mixed media spots include beautiful 35mm photography from Kornai, bringing the intimacy of a personal archive into the film and highlighting via a montage the special moments the film’s heroes are able to capture the way someone would if they were out in nature making memories with their Kodiak snacks.