Huffy is a well-known kids’ bicycle brand, but awareness had dropped significantly for their adult products. Moms were flocking to spin, Zumba, and yoga classes, but had little interest in riding bikes. Research revealed the extent to which moms had forgotten the childlike joy of cycling and the bond it can create as a shared experience.

Moms needed a reminder, a reason to get back on a bike and ride through puddles, not around them. Our Learn to Ride campaign starred Grace, as the voice of children, wanting to do more activities with their parents.
The campaign focused on digital video, print, and retailer support.