Martino Breaks Latest for PrimeSource

BOSTON Martino & Binzer is breaking new print work for PrimeSource Building Products, introducing “Built better so that you can build better” as the tagline.

One ad touting the client’s PrimeGuard Plus Grip-Rite deck fasteners employs the headline, “Nothing weathers the weather better than PrimeGuard Plus. Nothing.” An illustration shows a project holding together through the heat of summer, a snowy winter and a thunderstorm.

“This is a new positioning line for the products,” an agency representative said. “It comes from the notion that a job is only as good as the materials used, which include the potentially weakest link, the mechanical fastener.” Ads for the client from the shop a year ago were tagged “Real life. Real tools.”

The mid-six-figure campaign targets professional installers and contractors, as well as homeowners who enjoy doing improvement and add-on jobs themselves. Ads are breaking this month and next in trade and enthusiast publications such as The Journal of Light Construction, ProSales and Fine Homebuilding. The Avon, Conn., shop will launch online and direct elements in the fourth quarter.