J.R. Watkins:
Live Hands On

For over 150 years, J.R. Watkins has been there for the doers: for those whose hands scrub, soothe, sew, clean, care, cook, create, teach, toil, bathe, bake, make and more. 'Live Hands On' celebrates the hands that do so much.

The campaign was developed on one simple insight: hands are the connection point between the consumer and all of J.R. Watkins products. This connective tissue across J.R. Watkins’ product categories helped us create a brand platform of emotional territory worthy of the historic brand.