Snap-on Tools are sold to professional technicians by franchisees in a mobile retail environment. Franchisees routinely merchandise their mobile retail stores to help build excitement and customer engagement during the holiday season. Our assignment was to create disruptive, festive communications to bring holiday cheer to the mobile store environment and social media, encouraging customers to fulfill their holiday shopping on the Snap-on van.

We created an entertaining lumberjack spokesman who appeared in social, print and point-of-sale to break through the clutter of holiday messaging on and off the van. The spokesman entertained with his uniquely fresh approach and educated franchisees and retail customers on the unique seasonal offers created especially for the Snappy Holidays promotion.

The Snappy Holidays program was a sellout. Franchisees were engaged, dressing in lumberjack flannel apparel in their mobile store resplendent with point-of-sale materials supporting the program. Technician customers were engaged in social media throughout the promotion. Our goal in all seasonal and product promotions was to be the highlight of each customer on the route. Mission accomplished.