Rise and Shine wins Minn Kota account

the independent agency will lead brand strategy and creative as Minn Kota consolidates its marine electronics offering under one brand.

Rise and Shine and Partners has been appointed agency of record for Minn Kota, the fishing technology brand owned by Johnson Outdoors.

Minn Kota and its sister brand Humminbird have built their reputations around trolling motors and fish finders. The consolidation brings the two brands under the Minn Kota name, with a streamlined product portfolio designed to make fishing technology easier for anglers to use.

Rise and Shine Leads Minn Kota Brand Strategy

The consolidation aims to simplify the fishing experience by connecting products and reducing the complexity of managing separate technologies. The move also marks a significant expansion of Minn Kota's brand and product offering.

Rise and Shine's first campaign for the brand, Catch a Good Time, focuses on the enjoyment of fishing when technology works intuitively. Examples include fish finders that let anglers plot a course with a finger and trolling motors that automatically follow the selected route.

Catch a Good Time Campaign Targets Anglers

The campaign adopts an optimistic visual identity that contrasts with the camouflage-heavy creative often associated with the fishing category. It will extend across consumer and customer touchpoints, including paid media, product packaging, retail environments and point-of-sale education.

Kevin DiLorenzo, Partner and CEO, Rise and Shine and Partners: "Johnson Outdoors' ambition to break out and redefine their category is exactly the kind of challenge we thrive on. Combining our deep passion for the outdoors with a rigorous strategic approach, we are poised to create breakthrough work that will resonate with anglers and build lasting brand devotion."

Johnson Outdoors Targets Marine Electronics Growth

Khalaf Khalaf, SVP of Fishing, Johnson Outdoors: "Rise and Shine's incredibly strong, simple creative strategy and understanding of retail will reinforce our leadership in marine electronics and make us a better company."

The appointment follows three years of double-digit growth for Rise and Shine and Partners. In 2025, the agency received the Ad Age Small Agency of the Year Gold Award for the Midwest. It has also appeared twice on fastest-growing company lists published by Inc. 5000, Adweek and the Minneapolis/St. Paul Business Journal.

www.riseandshineandpartners.com

minnkota.johnsonoutdoors.com

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