Carhartt is in the second year of a campaign that highlights the labor and workers building Highmark Stadium, the new home of the NFL's Buffalo Bills. Rather than slapping a name and logo on the stadium and then marketing it to people, the brand chose to spotlight the 5,900 tradespeople who constructed it — by handing out rally towels featuring the crew's names at the first home preseason game.

Dubbed "Making Football Possible," the campaign also includes a hero spot showing the elements of building the stadium and others featuring former and current players. We spoke with Carhartt’s Vice President of Marketing Norma Delaney about its second iteration and the brand’s goal of inspiring the next generation of tradespeople.

Pet food brand Open Farm has made its first investment in brand awareness marketing, after previously focusing on product and performance. And according to CMO Mark Sapir, sales have increased in test markets after six weeks, in retail markets, on Amazon.com and through direct-to-consumer. Sapir shares the campaign’s specifics, key metrics and strategy behind the shift to upper funnel.

Lastly, according to a new report from Circana, fewer than 10% of brands have fully saturated their influencer marketing investments. We spoke with Tsvetan Tsvetkov, SVP and Global Head of MMM Consulting at the firm, about the untapped opportunity and the brands that stand to benefit the most.

Until next week,