Agency: Traction Factory
Client: Snap-on Tools
Project Title: Master of the Pit
Category: Integrated or Cross-platform Campaign

Snap-on franchisees interact with their customers in person on a weekly basis and are routinely challenged to keep their sales environment fresh and exciting. Our objective was to create and execute an unexpected summer promotion while providing an opportunity for the franchisee to engage in the program. Featuring national recording artist and Traeger Pro Team member, Tim Montana, the Master of the Pit promotion incorporated a high-end barbecue thematic. Franchisees and their customers were engaged by sharing barbecue tips on the Snap-on van and in social channels featuring Tim Montana. The creative execution was unexpected for the brand and was a disruptive addition to a routine customer experience. The complete promotional package, supported with candid imagery, took on the personality of the talent and contributed to a 15% lift in year-over-year retail activity. The campaign was recognized globally for its creativity: Gold Award, Graphis Photography Annual 2020; Silver Award, Graphis Poster Annual 2021; Silver Award, Graphis Advertising Annual 2021.

Credits:

Creative Director/Art Director: Steve Drifka
Designer: Norah Perry
Copywriter: Tom Dixon & Ryan Strode
Executive Creative Director: Peter Bell
Retouchers: Ibro Gulamov, Christopher Dick
Digital Director: Travis Knutson
Account Executive: Whitney Marshall
Account Director: Shannon Egan
Photographer: Kevin Netz

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