Timbersports is a sporting competition based on lumberjack skills. Dinty Moore stew is a hearty meal made for men who work up a lumberjack sized appetite. The product even wears a flannel and shares it’s name with a lumberjack. The problem is, over the last few decades hardworking blue collar jobs like lumberjacking have drastically declined. Men don’t work up an appetite. So, to regain relevancy we took advantage of a hot new fashion trend – The Lumbersexual. We took these lumbersexuals and turned them into lumberjacks so they’d work up a lumberjack sized appetite for Dinty Moore. They even competed on ESPN during the STIHL Timbersports US Championships.