To remind holiday shoppers about its free shipping, L.L. Bean is launching a new ad campaign, stressing the retailer’s positioning of “doing what’s right.”

Besides underscoring the universally free shipping offer, it builds on the Freeport, Maine-based company’s commitment to both customer service and quality, David Hughes, account director at GSD&M, which handles the account, tells Marketing Daily. Testimonials include a deckhand on a frozen ferry testing a water-repellant sweatshirt, an engineer sledge hammering a signature Bean boot out of a block of ice, and a boot rebuilder figuring out exactly how its owner wore it out.