Fayetteville firm wins Snapper advertising contract

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.

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