Dale E. Anstine – 50th Anniversary Campaign
INDUSTRY:
Legal
SERVICES:
– Strategic Planning
– Campaign Creative Concepting & Development
– Content Strategy & Messaging
– Copywriting
– Graphic Design
– Video
– Digital Marketing
– Social Media Strategy
Turning a Milestone into a Meaningful Brand Story
Since 1976, Dale E. Anstine Personal Injury Attorneys has served injured individuals and families throughout York and Adams Counties and across Central PA. As the firm prepared to mark its 50th anniversary in 2026, GRIT saw an opportunity to do more than commemorate a milestone. Together, we created an integrated campaign celebrating the values that built the firm’s reputation and continue to shape how the attorneys of Dale E. Anstine serve clients today.
As Dale E. Anstine’s agency of record, GRIT works across the firm’s marketing and advertising efforts, including outdoor, television, streaming and OTT, digital advertising, social media, and more. The anniversary campaign needed to translate cohesively across each of these channels while remaining authentic to a firm known for its local roots, trusted guidance, and direct attorney access.
Connecting 50 Years of History to What Comes Next
GRIT began by developing a range of campaign concepts centered on the qualities that have remained consistent throughout the firm’s history: a strong connection to the community, a readiness to fight for injured clients, and a commitment to providing personal attention when people need it most.
Two complementary concepts emerged:
Local Then, Local Now. Always Fighting for You.
Local Choice. Local Voice. Standing Strong for the Injured.
Together, the messages connect the firm’s past and present while reinforcing what has distinguished Dale E. Anstine for 50 years. One speaks to the continuity of the firm’s local presence and determined advocacy. The other highlights the value of choosing attorneys who understand the community and provide injured clients with a strong, trusted voice.
Rather than treating the anniversary solely as a look backward, the campaign demonstrates how five decades of service, advocacy, and community involvement continue to guide the firm forward.
Building an Integrated Anniversary Campaign
To carry the campaign into the market, GRIT created a coordinated suite of advertising assets spanning the firm’s digital and traditional media presence. The rollout has included:
- Custom creative for billboards
- Transit shelters and bus advertising
- Customized television ad end tag
- Digital advertising across Meta, Google, and YouTube
- Organic social media content and creative
Across these touchpoints, the two connected campaign messages create flexibility for different channels and formats while maintaining a cohesive story about the firm’s longevity, local roots, and commitment to standing up for injured clients.
GRIT also developed a subtle 50th-anniversary treatment for the Dale E. Anstine logo. Incorporated across online and offline campaign materials, the anniversary mark reinforces the milestone while remaining consistent with the firm’s established brand.
Capturing the People Behind the Legacy
A cornerstone of the campaign is an original video series featuring attorneys Josh Anstine and Tom Lang. GRIT has developed the interview questions, led the conversations, captured the footage, and shaped the resulting insights into a series of story-driven videos premiering throughout 2026 that explore the firm’s legacy, values, community connections, and approach to serving clients.
The first video reflects on what it takes to build and maintain a trusted name over 50 years. Through personal stories and candid observations, Josh and Tom speak to the importance of reputation, honest communication, trial readiness, and ensuring clients have direct access to their attorney throughout a claim. Their perspectives bring the campaign language to life by showing what it means to be local, provide clients with a trusted voice, and remain ready to fight for them.
The video debuted on the firm’s updated homepage and is being shared throughout its digital presence. During the first month of the accompanying Meta campaign, the video ads reached 18,829 people, generated more than 25,100 video plays, and drove 1,175 landing page views. A Reflections video is coming soon, and additional videos are planned to extend the campaign through the anniversary year and beyond.
VIDEO STATS
Celebrating Through Community Connection
GRIT is also working with Dale E. Anstine to develop a community-giving initiative in honor of the anniversary. As that effort unfolds, it will create another meaningful connection between the firm’s history and the communities it has proudly served for five decades and counting.
Through a campaign grounded in authentic stories and enduring values, Dale E. Anstine’s 50th anniversary is becoming more than a celebration of years in business. It is a reflection of the local relationships, personal advocacy, and trusted guidance that built the firm—and remain at the heart of its work today.
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