American Trailer World (ATW) commands a significant share of the trailer market, spread across multiple brands. When PJ Trailers merged in 2016, ATW faced a tough challenge: positioning two heavyweights — Big Tex and PJ Trailers — which often cater to the same audience. To tackle this, ATW brought in The Buddy Group to execute The Storydriven Way, which included market research, competitive analysis, and stakeholder interviews. Armed with these insights, we struck a North Star and developed a storydriven narrative to spearhead a campaign that would carve out distinct territories for Big Tex and PJ Trailers, ensuring each brand stood strong and unique in the industry.
Campaign style guide,
Branded sales and internal materials,
Social media content,
Website revisions and content,
Photography recommendations,
Campaign strategy and concepts,
Video content strategy and production
Utilizing our Storydriven Strategy, The Buddy Group conducted in-depth audience and market research to help PJ Trailers craft a more authentic and relatable brand narrative. We then developed a campaign focused on a growth mindset and the excitement of innovation.
The new brand campaign centers around a commitment to growth and refusing to settle. The emphasis on supporting PJ Trailers’ customers and their passion is clear in the tagline, “What Drives You, Drives Us.”
With the new campaign direction—a compelling brand anthem video, the “PJ for a Cause” video series, and a renewed social media presence—PJ Trailers has truly differentiated itself from Big Tex, now with a sharp focus on the entrepreneurial growth mindset.
