Snapper Inc., McDonough, Ga., on March 1 launches a national campaign that uses the line "Born to mow.'' The multimedia push for the lawn mower marketer runs until September. Cole Henderson Drake, Atlanta, created the humorous advertising. Two years ago, Snapper cut its retail relationship with Home Depot and returned to selling its product through its almost 5,000-dealer network. "We sell a premium product through a fairly exclusive channel. Our job and the purpose of this campaign are to help the consumer focus on a specific mower for their needs and to give them knowledgeable answers to any questions they have,'' said Neil Egan, Snapper's senior director of advertising and marketing.
Copyright February 2000, Crain Communications Inc.