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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 a summer promotion that was unexpected 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 barbeque thematic. Franchisees and their customers were engaged by sharing barbeque 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 interaction. Engagement on social media was significant. The complete promotional package, supported with candid imagery, took on the personality of the talent – contributing to a 15% lift in year-over-year retail activity.