Sasquatch Agency

Eat

Mountain House brand campaign refresh

Brand & Advertising Strategy, Campaign Development, Look & Feel, Organic Social

From soft focus to hard fun

Facing a diluted identity from softened marketing and aggressive competitors selling metric-driven “fuel,” Mountain House needed to reconnect with its core customers. We helped them pivot from commodity camp food to emotional reward, creating a platform that challenged adventurers to actually savor their hard-earned journeys.

The Mountain House logo beside a backpacker on a ridge above a glacierView larger
Savor It campaign ads: hikers, a wildland firefighter and an angler, each with a Mountain House pouch and meal, under lines such as Pairs well with a 4 AM wake up callView larger

The opportunity

Mountain House had softened its marketing and lost its edge with core customers, while competitors aggressively pushed calorie and protein “fuel” to athletes. The brand needed a bold message to remind users of its culinary chops and resonate across multiple end-use categories and consumer mindsets, from active outdoor rec, to hunters & fishermen, to disaster preparedness and disaster responders.

A Mountain House web banner reading No cell service, all lasagna, beside a bowl of pasta and a hikerView larger

The solution

We shifted from the passive “Adventure Made Delicious” to the engaging call-to-action “SAVOR IT.” The campaign challenged consumers to inhabit the moment—savoring the prep, the journey, and the meal itself. This positioned Mountain House’s real food and 30-year taste guarantee as the ultimate reward for hard work, rather than just a way to fill a void.

The Mountain House website on a laptop, its banner reading Roughing it is a choice, not a requirement, with a Savor It buttonView larger
A Mountain House social ad on a phone: Possibly the only warm welcome you'll get out here, over a hiker on a snowy ridgeView larger

The results

The new messaging platform successfully unified multiple end-use categories—from hunters in the blind to climbers at the bivvy and preppers at home—under a single, resonant brand ethos that reclaimed their position as an emotional reward, not just utility fuel. The “Savor It” campaign reinvigorated the Mountain House brand and sales teams, priming the way for quick and broad adoption across all channels, and a much needed re-balance of their represented use-cases.

In short

What did Sasquatch do for Mountain House?

Sasquatch refreshed Mountain House's brand campaign, moving it from the passive line “Adventure Made Delicious” to the call to action “Savor It.” The campaign repositioned the freeze-dried meals as an emotional reward rather than utility fuel, under one brand ethos spanning outdoor recreation, hunting and fishing, and emergency preparedness, across advertising, the website and organic social.

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Frequently asked questions

What did Sasquatch do for Mountain House?

Sasquatch led brand and advertising strategy, campaign development, look and feel, and organic social for a Mountain House campaign refresh. The work replaced the line “Adventure Made Delicious” with “Savor It,” a platform that frames the brand’s meals as a reward rather than fuel.

Why did Mountain House need a campaign refresh?

Mountain House had softened its marketing and lost its edge with core customers, while competitors pushed calorie and protein “fuel” to athletes. The brand needed a bold message that reminded people of its culinary chops and worked across several very different audiences.

What is the Mountain House Savor It campaign?

Savor It is a call to action that challenges people to inhabit the moment: savoring the prep, the journey and the meal itself. It positions Mountain House’s real food and 30-year taste guarantee as the reward for hard work, rather than just a way to fill a void.

Which audiences does the Savor It campaign speak to?

Several end-use categories under one brand ethos: active outdoor recreation, hunters and anglers, people preparing for emergencies, and disaster responders. The campaign’s ads speak to each in its own moment, from a 4 AM wake-up call to one more cast on the river.

What did the Savor It campaign change for Mountain House?

It unified Mountain House’s end-use categories, from hunters in the blind to climbers at the bivvy and preppers at home, under one brand ethos as an emotional reward rather than utility fuel. It also reinvigorated the brand and sales teams and prepared the way for broad adoption across channels.

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