“Let’s Talk” Trus Joist Brand Campaign: Creating meaningful B2B advertising for a commodity like wood can be challenging. So when Weyerhaeuser wanted to communicate the value of the Trus Joist brand, the agency’s strategy was to reach builders on a personal level—the success of their business. Unusual visuals—high-end seating in an open-framed jobsite—draw attention, while wry headlines highlight challenges builders can relate to. Copy addresses how reps help solve problems, closing with an invitation to “sit down and talk—and build your business together.” Because in a commodity industry, it’s not about the manufacturer’s products, it’s about helping the customer solve their problems.
