Helping an LTL carrier deliver more value
As the smallest of the big three LTL carriers, ABF is known for delivering a high level of service at a price that is high for the category. The challenge for this trade pub campaign was showing ABF’s value—that the extra cost was worth it. With a new tagline, “The power of personal service,” these ads focused on the company’s can-do attitude, highlighting services that customers can’t get from other carriers and that are well worth the extra cost.
Role: copywriting; developed for Stone Ward (Little Rock)
Making case studies interesting
Many businesses like to utilize case studies in order to promote their services; the challenge is making these ads look unique in a sea of sameness—a headshot with a quotation just won’t cut it. For ABF, this campaign highlighted the carrier’s unmatched customer service with real life success stories and visuals unique to the category, building trust and strengthening their position as the nation’s premier LTL carrier.
Role: copywriting; developed for Stone Ward (Little Rock)
