COMPANY: Montigo, Primo Grills
DATE: 2017-2025
TYPE: Advertising
Designing print advertising for builders and dealers presents unique challenges due to the distinct characteristics of this audience. Builders and dealers often operate in fast-paced, hands-on environments where time is limited, making it crucial for advertisements to convey key messages quickly and clearly. The content must be practical, emphasizing product durability, efficiency, and cost-effectiveness with minimal fluff. Visuals need to be bold and straightforward, showcasing real-world applications and rugged reliability rather than abstract concepts. Additionally, understanding the technical language and specific needs of this sector is essential to create ads that resonate and drive engagement.
Tradecraft has designed numerous campaigns for a wide variety of industries and trade sectors.
One example is a campaign for Primo Ceramic Grills, where we were challenged with the task of speaking to both dealers and consumers at the same time. We landed on pushing the messages of the main brand differentiators, which are the oval shape of the grill, and the special 2 zone heating. This speaks to a consumer who is in the market for a grill, as well as a dealer who is looking for new showroom product, or even talking points.
For Montigo Fireplaces, we decided to target architects and designers. The art director had a concept for showing a sketch as well as a finished product in one image. We then added to this idea with a Design/Reality tagline to go along with our visuals.
An additional Montigo Fireplaces campaign was granted to specifically target commercial architects through architecture magazines. We created (or borrowed) the tagline “Come on baby light my fire” and showed key fireplace images alongside their features.