To show that Brawny supports women in and out of the kitchen, the brand icon, the Brawny Man, created Brawny Academy, an actual camp where he trains eight real husbands to become more supportive, dependable and caring. Their training was documented in a nine-episode reality show that formed the core of the campaign. The campaign launched with a spot that announced the academy's opening, set up the show, and drove people to the site to watch. Promo spots followed, along with virals, banners, PR, and emails from the Brawny Man reminding viewers about new webisodes. The site featured extras like video diaries, camper bios and a downloadable field guide, pages of which were also used as print ads.
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