Project: Summer Sizzler Promotion

Agency: Traction Factory

Mission: Create excitement and participation for a new Snap-on Franchisee credit collection promotion.

Hats worn: Raconteur, wordsmith, conceptor, ideator, copywriter.

What was Ryan thinking?

This one is another jam session with Ryan Carter. An award-winning jam session. Let’s be real here, collecting credit payments isn’t the sexiest thing in the world. And Lord knows that the related collateral has the potential to be straight-down-the-middle and uninspiring.

Why should it be?

They decided to push the client beyond the usual — way past better — toward something completely fresh. Yup, they got all up in their grill and started beefin’. Using a meat themed concept, Carter and Ryan cooked up visuals and copy with a different kind of flavor — including van signs, tickets, posters, flyers and even custom liner paper to wrap tools in for selling. That’s how you get the audience fired up about a new promotion.

Hell, Snap-on Franchisees loved it so much, they were rocking gear inspired by the high-end meat/butcher thematic. Their vans and trucks transformed into mobile meat counters serving grilled food and snacks on their routes.

In the end, the client plated up $19 million worth of sales in just eight weeks, double the previous summer promo. Franchisees reported record sales, as they ran through inventory in one to two weeks, not the planned five to six weeks. Plus, the shop racked up a B2 Award and a Graphis Honorable Mention.