The Story of a Wrap
By Jeff Wooten
Sign Builder Illustrated, July 2010
Reprinted with Permission
"If the van's a poppin', don't come a knockin'." If you happen to come across this slogan, then chances are good that you've also come across the company van being driven by Mags "Magzy" Schultz of New Brunswick, Canada. Schultz is the entrepreneur and self-starting owner of Magzy's Kettle Korn, Ltd. (www.magzyskettlekorn.com), his brand of tasty, open-flame popcorn. His one-of-a-kind van wrap is just as memorable as his product, and it's an excellent example of how vehicle graphics can promote a brand, tell a story, and impress the public-at-large.
Schultz is constantly driving the van on the roads to distribute his popcorn, deliver bags for fundraisers, and stock store shelves, so a vehicle wrap proved a no-brainer for him. "You can spend $6,000 on radio ads, but they're gone in a month," he says. "However you can spend $6,000 on wraps, and you've got advertising for at least four or five years (depending on the vinyl you're using)."
Schultz knew that he needed a wrap that would "pop," so he turned to OrangeSprocket (www.orangesprocket.com), a design company in Fredericton, New Brunswick that specializes in branding (and rebranding), identity design, graphics, and online marketing. The company has worked with Schultz for the past couple of years branding his products and developing his logos, marketing (including designing Schultz as the lead cartoon Viking character), and Web presence--and they were more than happy to work on this project. "Magzy wanted somebody to be able to walk around the van three times, and each time they did, they'd notice something different," says OrangeSprocket CEO Bill McGrath.