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PureTalk has announced a partnership with Mike Rowe, the well-known producer, podcaster, and TV personality best recognized for his work on “Dirty Jobs” and “Deadliest Catch.” This partnership builds on an existing relationship: PureTalk has previously supported Rowe’s podcast, “The Way I Heard It,” and has donated $50,000 to his mikerowWORKS foundation, which provides scholarships and training for those pursuing careers in skilled trades.
According to Wave7 Research, the endorsement has already resulted in several advertising campaigns. Mike Rowe can be heard promoting PureTalk in radio spots and is also featured in a television ad. In the TV ad, Rowe shares the story of Clinton Romesha, a veteran and Medal of Honor recipient he met through PureTalk and who has appeared on his podcast. Rowe explains that he switched to PureTalk himself, citing frustration with Verizon, a desire for a dependable 5G network, and the opportunity to save money. The commercial emphasizes that PureTalk’s plans start at $25/month, about half the cost of the Big 3.
Rowe further states that his main reason for switching was his connection with Romesha, who is both a Veteran and a PureTalk Brand Ambassador. Rowe wanted to support a wireless company that actively helps veterans, a cause he believes in and appreciates PureTalk’s commitment to.
To further support Veterans and promote the brand, PureTalk has also launched a social media initiative called “Flags for Heroes,” where they visit veterans, thank them for their service, and present them with American flags. Four videos from this campaign have been posted to PureTalk’s YouTube channel, where they have combined for nearly 900,000 views. The channel only has 572 subscribers. This suggests that the campaign is being promoted through paid advertising. The TV ad featuring Rowe has also been posted to the channel and has almost 400,000 views.
Interestingly, unlike some competitors with celebrity endorsers, PureTalk does not currently feature Mike Rowe’s image on its website homepage. In contrast, Consumer Cellular prominently features its own celebrity endorser, Ted Danson, who has represented the brand since 2022.
“The endorsement from well-known TV personality Mike Rowe shows ambition from PureTalk. The brand already has solid marketing efforts, including pitches via talk shows with large numbers of listeners as well as modest TV advertising. PureTalk has had a consistent message of savings versus top carriers, while emphasizing its U.S.-based customer service.” – Jeff Moore, Principal of Wave7 Research
PureTalk, an AT&T MVNO, was founded in 2004 by a Veteran and continues to emphasize its commitment to supporting the veteran community.