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McLane commercial truck wrapped in 3M graphic film, with a YumBees product graphic to grow YumBees brand awareness throughout the country

Fleet graphics case study: McLane’s fleet advertising program

McLane is one of the largest supply chain leaders in the United States. McLane’s fleet delivers more than 50,000 consumer products to nearly 110,000 locations – making their fleet graphics one of the most visible in the nation.

Recognizing an opportunity to monetize their vehicle space with vehicle advertising, McLane implemented a co-op program that gives brands access to their fleet of 5,000+ trucks and the millions of potential customers they pass every day.

“With the ability to distribute across the nation and target specific regions of the country, it’s easy for us to be wherever our customers need us to be,” said Corey Preuninger, Manager of Special Operations. “We can help these businesses by allowing them to utilize fleet graphics as an effective way to advertise their brand.”

In order to fuel this piece of their business, changeable graphic films are critical. The easy removal process of changeable films works well with McLane’s operations and ensures they’re able to provide services to more advertisers.

When considering changeable solutions, 3M graphic films were selected for the following reasons:

  • Removability – When marketing campaigns are completed, McLane’s team needs to remove the fleet wraps quickly to get the trailers back on the road. Using 3M vinyl graphic products enables them to quickly turn trucks over for new graphic applications.
  • Conformability – McLane’s fleet is refrigerated, meaning there are side doors to consider. Ultra-removable films such as 3M™ Print Wrap Film IJ180mC-10UR offer conformability that enables a seamless appearance and clean aesthetic. The doors can be easily wrapped to utilize the entire side of a trailer for branding and messaging.
  • Safety – Trailers often back into tight spaces, so when considering changeable solutions, McLane wants to avoid any potential hazards from rips and tears, making 3M films their preferred solution.
  • Quality – Most importantly, McLane wants a reliable solution with guaranteed performance. They also value the support that 3M provides during projects.
“Not only is 3M a leader in the industry, they have been a good partner to us,” said Preuninger. “We never have to worry about product performance when it has their name on it.”
Corey Preuninger
McLane Manager of Special Operations

When working with brands, McLane asks advertisers to provide the designs for their commerical fleet graphics, determine the length of their campaign and select the geographical area to target. McLane then uses this information to determine the number of trailers and size of trailers needed for the job. Once trailers are identified, the vehicle wrap installation is scheduled, and the trucks are on the road delivering impressions in no time. Brands find fleet co-op advertising an efficient channel as it only costs about $3,000-$5,000 to wrap an entire 50-foot trailer along with a nominal advertising fee. This leads to an efficient CPM (cost-per-thousand-impressions) when compared to other out of home media.

“Compared to billboards, fleet graphics are not static – they move around, and people don’t get used to seeing them every day in the same spot on their commute,” said Preuninger. In comparison to digital advertising, Preuninger noted, “You can skip an ad online, but you can’t skip over a huge trailer.” Preuninger also highlighted that their fleet delivers to several convenience stores and retailers, so the trucks are able to provide vehicle advertising at point of purchase.

  • Flexible Fleet Solutions with Changeable 3M Vehicle Graphics

    The flexibility that comes with ultra-removable films makes changeable graphic films an appealing option for fleet managers and marketers alike. To meet your short-term vehicle branding needs, consider adding changeable films to your fleet branding.

contact a 3m representative to discuss your project needs for fleet wraps

Ready to get started on your graphics project?

Make an impact on your fleet with 3M vinyl graphic wrap films. From selecting the right film to finding a 3M preferred installer, we’re here to help. Click “get started” and a 3M representative will reach out to discuss your project needs.


Related Content on 3M Fleet Graphics Solutions

  • With vibrant colors, reflective vehicle graphics and precise color-matching capabilities, 3M Graphic Films provide endless ways to wrap your fleet and boldly bring your brand to life. Explore 3M Fleet Solutions

  • Adding reflective film for trims, accents, truck decals or rear door wraps on your fleet will contribute to increase driver safety and enhanced brand visibility.
  • Quality materials keep your vehicles on the road – rather than in the shop for vehicle graphic repairs.