Tuffy—one of the largest full-service automotive repair franchises in the country—is introducing the category-defining promise, “Done Right. Period.”, which provides customers a one-year, 12,000-mile warranty on parts and labor for work done at a Tuffy Tire and Auto Center.
“Many brands in our industry offer some type of guarantee—but they’re buried, conditional or too restrictive,” said Roger Hill, CEO, president, Tuffy Associates Corp. “Our promise is front and center with an easy to understand message, the work we do is ‘Done Right. Period.’”
Tuffy is able to cover their customers under this umbrella, free of charge, by becoming the first national chain auto service center to partner with ANYWHERECARE, a national limited warranty company. Additionally, customers will also be eligible for ANYWHERECARE’s roadside assistance program.
Tuffy will also create a best-in-class in-store experience by renovating its locations with a fresh new color scheme, state-of-the-art digitized menu boards, free Wi-Fi, leather seating and unique customer takeaways.
“There’s a perception that the quality of work and customer service varies from store to store at franchised auto service centers, and we wanted to combat that,” said David DeMuth, co-CEO, president, Doner. “By creating a clear and consistent campaign that delivers an easy to understand nationwide guarantee, we can separate Tuffy as a quality and trustworthy brand.”
The “Done Right. Period.” integrated campaign includes radio, social, direct, print and in-store to convey this promise using modern and filtered photography and a touch of hardworking humor.
“We wanted to create a meaningful differentiation among Tuffy’s competitors,” said Rob Strasberg, co-CEO, chief creative officer, Doner. “‘Done Right. Period.’ promises 100% customer satisfaction in a very straightforward manner, and the creative reinforces this promise with lighthearted humor and a blue-collar tone that speaks in a straightforward style.”
About Tuffy Associates Corp.
Tuffy is one of the largest full-service automotive repair franchises in the country. Headquartered in Toledo, Ohio, Tuffy Associates Corp. operates and franchises over 200 Tuffy Tire and Auto Service Centers in Alabama, Florida, Illinois, Indiana, Iowa, Michigan, Ohio, Nebraska, New Jersey, North Carolina, North Dakota, South Carolina, South Dakota, Virginia, and Wisconsin.
Based in Detroit, Doner is a member of the MDC Partners network and serves clients including ADT, AutoTrader.com, Choice Hotels International, Chrysler Group LLC, The Coca-Cola Company, Cox Communications, DuPont, Harman, Serta, Sherwin-Williams, Smithfield and The UPS Store. With over $1 billion in billings, Doner has built on its strong creative legacy to create a modern, integrated creative network with offices in Detroit, Atlanta, Cleveland, London and Los Angeles. As a full-service, performance-driven agency, Doner focuses on creating ideas that change the destiny of brands through creativity.