The Code of Roy

A classic reconnected with timeless values.

For us, working on this Roy Rogers brand campaign began in 2012. But it all started with a promise and the man behind it: Roy. He wasn’t just one of the hardest working men in Hollywood, he was a genuine American hero. And he believed in doing right by others. So much so that he even had his own rules for folks to live by. They’re called The Rider’s Rules.

These rules and the man who penned them led us to reconnect the brand with its past, its heritage, and its very reason for being — honesty, authenticity, and good ol’ fashioned American values.


The Rider's Rules

  • Be neat and clean.
  • Be courteous and polite.
  • Obey your parents.
  • Protect the weak.
  • Be brave but not risky.
  • Study hard and learn.
  • Never waste food.
  • Love God.
  • Respect our country.