O’Keeffe’s Selects Crispin as its Creative Partner

O’Keeffe’s, a family-owned company for 25+ years and America’s leading hand and foot cream brand, has selected Crispin as its creative agency of record. The agency is tasked with elevating awareness, increasing product prominence and expanding usage across the O’Keeffe’s portfolio to help the brand reach more hard workers. The partnership includes strategic repositioning and brand creative, and will support O’Keeffe’s Working Hands, Healthy Feet, and its lip balm and body lotion product lines. Set to launch later this year, the campaign will include video/TV, digital, social, influencer, audio/radio, OOH and retail activation. O’Keeffe’s sits within the Gorilla Glue Company portfolio and the competitive review was run by ACCEL Partners.

O’Keeffe’s came to Crispin to evolve from a "miracle hand and foot cream" to a fixture for dependable skin care products among a broader set of customers. Started by a pharmacist who saw her rancher father struggle with cracked hands interfering with his livelihood, the brand has a decades-long reputation of solving skin challenges where other available solutions have fallen short. Crispin will be charged with building upon O’Keeffe’s real-world proven efficacy while growing emotional resonance.   

“The Crispin team was quick to understand our brand and our hardworking community, presenting ideas that felt true to O’Keeffe’s while aligning with our growth ambitions. I can’t wait to see what happens when an effective product meets effective storytelling,” said John Grim, Vice President of O'Keeffe's Brand.

“O’Keeffe’s is trusted by many for a reason. The product actually works. The challenge of taking the brand from ‘if you know, you know’ to one that everyone recognizes and respects for its superiority was a dream brief for our team,” said Maggie Malek, CEO at Crispin.

O’Keeffe’s joins a roster of family-owned brands that trust Crispin as a growth partner in creating outrageously effective work, including Ken’s Foods’ Sticky Fingers and Kogi sauces, New Balance, Nature’s Sunshine supplements, and more.

Crispin will partner with the O'Keeffe's integrated agency team which includes, Rise (media), TaleSplash (Public Relations), and Global Overview (retail media).

Read coverage in Ad Age...