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
Using our Storydriven Strategy process, The Buddy Group conducted audience and market research to bring Big Tex toward a more centered and concrete narrative. We developed a campaign that focused on the hard work and courageous determination that Big Tex customers appreciate, embodied by integrity, authenticity, and resilience.
The new brand campaign focuses on the determination and grit of the Big Tex customer, the tenacity that drives them to be stronger, tougher, and ready to tackle any obstacle. “With You for the Long Haul” lets customers know that Big Tex understands they’ll get the job done no matter what, and they can depend on Big Tex to get it done right.
With the new campaign direction, an inspiring brand anthem video and Tales of Toughness video series, and a refreshed social media presence, Big Tex was able to establish itself separately from PJ Trailers, and focus on the dependability that Big Tex customers need.
