Wednesday, June 20, 2001

Fayetteville firm wins Snapper advertising contract

Snapper Inc., a manufacturer of lawn mowers, snow throwers and other lawn and garden equipment, has awarded its principal creative and production account to Fayetteville's McRae Communications.

McRae will be responsible for creating and producing television, radio, print and collateral materials for Snapper. These materials will support sales efforts on behalf of Snapper's nationwide network of independent retailers, as well as its sales activities in partnership with Wal-Mart.

Both firms are headquartered in the metro Atlanta region.

In 2000, Snapper awarded McRae responsibility for 2001 media planning and placement in Georgia, the Carolinas and other eastern states, as well as limited creative responsibilities associated with those markets. McRae's performance led Snapper to add primary creative activities to the agency's scope of duties.

Neil Egan, Snapper's director of marketing and advertising, said he feels McRae is a good fit for the manufacturer.

"McRae works hard and listens well," Egan said. "Our industry is very competitive and is undergoing a great deal of change. McRae is a nice size for us they can be flexible and very attentive to our needs. Their product is very strong. They provide value, and they are looking to grow with us over time."

Snapper is one of the most recognized brands in the lawn and garden industry. The company has a rich, 50-year history. Snapper claims multigenerational customers and a great deal of brand loyalty, particularly in the South.

Joe Snowden, president of McRae Communications, said the Snapper win is "satisfying on many levels."

"Several people at McRae, including me, have personal histories as Snapper owners," he explained. "More importantly, Snapper's people are great to work with, and it's a brand and a product you can really get excited about. "There is a long history of quality and value to build upon," Snowden added, "and those bright red lawn mowers look really cool."

Total billings are undisclosed.

Snapper Inc. headquartered in McDonough, Ga., manufactures a full line of residential and commercial lawn and garden products, including walk-behind mowers, rear engine riders, lawn and garden tractors, front and rear tine tillers, and snow throwers.

Founded in 1989, McRae Communications is an integrated marketing firm providing advertising, public relations and news media services on an in-house basis.

Back to Business Home Page Back to the top of the page