ANA Winners Series: Joel Kile
How are top marketers pushing boundaries and rewriting the rules of engagement?
In the rapidly evolving world of marketing, bold ideas and brave execution are what separate the memorable from the forgettable. As we gear up for the 2026 ANA B2 Awards, we're taking a moment to celebrate the campaigns that didn't just win trophies — they set the bar on what the best B2B marketing looks like — work that blends strategy, creativity, and results to drive meaningful impact.
This special Q&A series shines a light on select winners from the 2025 ANA Awards, offering a behind-the-scenes look at the creative risks, strategic pivots, and unexpected moments that made their work stand out.
In this segment, Denise McDevitt, SVP of award programs at ANA connects with Joel Kile, CCG D2B marketing manager at Carhartt, to spotlight Carhartt's 'For Crews Who Make the Holidays' campaign, a B2 Award-winning effort that redefined what seasonal gifting can mean for hardworking teams across industries.
Q> What was the original insight that generated the idea for this campaign?
Joel> The insight was simple but powerful. The holiday season doesn't happen on its own. It's made possible by the crews who go above and beyond. From keeping roads clear to keeping the heat on, these workers are the invisible engine of the holidays. Yet, corporate gifts rarely reflect the critical role they play. We saw an opportunity to turn gifting into a meaningful moment of recognition to celebrate those crews.
Q> What inspired the idea to reframe corporate gifting as a moment of recognition for the crews who keep the holidays running?
Joel> Carhartt's "More Than a Uniform" platform was already rooted in honoring hardworking crews by providing them more than just gear but a tool they truly appreciate, to help do the job better. Reframing gifting was a natural extension of that mission. Rather than treating gifts as a year-end box to check, we wanted business decision makers to see them as a chance to show genuine appreciation, as well as an opportunity to build loyalty, morale, and pride within their crews. This can positively impact their ability to recruit and retain talent, a pain point that most every business faces. In fact, research shows that 84 percent of workers say they are likely to stay loyal to a company a year from now when that business supplies them with Carhartt uniforms and workwear.
Q> What was the moment you knew this concept had the potential to break through?
Joel> When we saw how well the message resonated across industries — from construction to transportation to home services — we knew we'd tapped into something real. Seeing a 29 percent increase in revenue and the highest demand month in channel history confirmed it. But even earlier, when our creative was shared internally, the immediate excitement told us we tapped into something simple, authentic and true to the brand.
Q> How did you balance emotional storytelling with the practical value of Carhartt's customisable workwear?
Joel> We started with the emotional "why" — recognising the people behind the holiday hustle — and paired it with the functional "how." Giving Carhartt gear as a gift was more than a thoughtful gesture of recognition. It was useful, durable, and customisable. We made sure every touchpoint delivered both heart and value. Essentially, the product performance is what validated the more emotional idea that giving these gifts shows you care about your crews.
Q> What was the biggest challenge in reaching decision-makers across industries like construction, energy, and manufacturing — and how did you overcome it?
Joel> These decision-makers are busy and pragmatic. Many work in industries that are traditionally underserved by holiday marketing. We used targeted email cadences, retargeting, and personalised digital media to meet them where they were. With messaging that spoke to both business value and crew appreciation. Repetition, relevance and respect for their time made all the difference.
Q> The campaign ran on a modest budget. What were the smartest investments that delivered the biggest impact?
Joel> While our budget was small, we were strategic in our investments utilising paid social and email to help drive traffic and retargeting. We also utilised paid search to capitalise on the decision makers who were actively searching for a solution in the market. By developing a flexible set of site assets as well as compelling promotional offers across the multi-month campaign, we created a sense of urgency that worked throughout the full funnel.
Q> How did you ensure the campaign felt authentic to Carhartt's brand and the hardworking people it serves?
Joel> Authenticity is non-negotiable for Carhartt. Every word, image, and offer was built with real crews in mind. The voice was straightforward, the visuals grounded, and the messaging always tied back to Carhartt's appreciation for those who do the toughest jobs. As always, we used imagery featuring real crews on real jobsites. We used language that was clever but avoided cliches. And our promotional offers delivered real value.
Q> What role did email and digital media play in driving conversions—and how did you tailor messaging across channels?
Joel> Email was the backbone of the campaign, with 25+ sends nurturing leads through the full season. We also had established several action-based automation emails that aided a decision maker in resuming their exploration of the website. Messaging evolved from awareness to urgency to conversion, tailored to where the user was in their journey. Digital media helped amplify this Google Performance Max, paid social and search that aligned with our seasonal promos and value props.
Q> What feedback did you hear from clients or recipients that validated the campaign's emotional resonance?
Joel> We heard from several businesses that their teams were genuinely moved by receiving Carhartt gear. One partner said, "Finding a gift for everybody can sometimes be a challenge. It feels really good to gift something that people actually want and use."
Q> How did the campaign evolve Carhartt's position in the B2B space beyond just product to brand partner?
Joel> The campaign repositioned Carhartt from a vendor to a trusted partner in workforce engagement. In keeping with the spirit of our overarching "More Than A Uniform" campaign, this effort showed that Carhartt sells more than durable workwear. We understand the important work our customers do through their crews. And we help companies show up for their people. That shift deepened relationships and opened doors for broader conversations around recruitment, retention, and culture.
Q> What lessons did you learn about seasonal timing and lead generation that could apply to other B2B marketers?
Joel> Start early and treat the season like a full funnel. Not a moment. We began outreach in early September, giving decision-makers time to plan, budget, and act. In fact, this year we're starting even earlier.
Q> What was the most unexpected reaction or result that came out of this campaign?
Joel> Honestly, the performance. Hitting our highest revenue month ever during a promo-driven campaign proved that emotion still matters, even in lower-cost, conversion-focused channels like email and programmatic digital. When the message is grounded in a real human truth, it breaks through. Especially when it's showcasing an easy solution that brings value to a common decision maker pain point.
Q> What is your proudest achievement related to this campaign?
Joel> Redefining what corporate gifting can mean and watching it drive real business results while staying true to the brand. We proved you can lead with heart and impact the bottom line.
Q> Looking ahead, how will this campaign shape how Carhartt shows up during key business moments like holidays or milestones?
Joel> The success of this campaign proved that when a message resonates, there's no need to reinvent it every year. We're bringing it back this season because the idea still feels fresh to our audience. Even if we've been living with it internally. It's a reminder that internal wear-out doesn't equal consumer wear-out.
Beyond that, the core insight — that crews make the holidays happen — has started to influence Carhartt's broader brand narrative. It's no longer just about gifting. It's about honouring the hardworking people in the trades who make everyday life possible. On the job sites, in the plants, and out in the field. That emotional thread is helping shape how we show up across the business, not just during the holidays.
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As part of the ANA's mission to set the agenda for growth, the ANA B2 Awards celebrate the best of business-to-business marketing — work that demonstrates the power of strategy, creativity, and results to drive meaningful growth. Recognised as the industry's premier B2B marketing honour, the program spans categories including brand building, demand generation, account-based marketing, and digital transformation. Winners represent the highest standard of excellence, as judged by a distinguished panel of industry peers.
The final deadline to submit work into the 2026 B2 Awards is March 6, 2026.
The B2 Awards Gala and celebration of the best brand marketing will take place at a special evening dinner event on June 4, 2026, at the 2026 ANA Masters of B2B Marketing Conference, in Chicago, IL.. Awards will be presented to top brands and agencies for the top brand marketing campaigns of 2025 across 40 different categories. The event culminates with B2B Marketing Team of the Year, B2B Agencies of the Year, and the Best in Show Award announcement.
To view the full portfolio of ANA Awards, visit here.
