Foundation Building Materials (FBM) is the leading supplier of specialty building materials to large commercial and residential contractors and builders, and has been for over a decade. However, they had been predominantly B2B. When they relaunched their commerce platform, MyFBM.com, with guest checkout functionality, they recognized an opportunity to expand to a new audience: small- to mid-size pros, a segment with limited awareness and familiarity with the brand. So, they came to RPA to develop a campaign that would bring in this new audience and begin to foster the same level of trust among them that their current customers already had.
Through our collaborative research and insight development, we identified a clear truth: For pros, time is money, and the biggest frustrations come from delays, unreliable delivery, and lack of control. And right now, their mass retail options are not delivering at the level of reliability or quality that meets their professional standards. That insight shaped the foundation of the work, positioning Foundation Building Materials as a partner that helps contractors stay on schedule with reliable materials, real-time visibility, and delivery they can depend on.
From there, RPA translated the strategy into a simple, human idea: “Pros Know.” Instead of talking at pros, the idea taps into how they already think, built on hard-earned experience and jobsite wisdom. The creative brings this to life through relatable, real-world scenarios, showing that even the best materials don’t matter if they arrive late or damaged, and reinforcing why so many experienced pros trust FBM to deliver.
Everything, from the tone to the visuals, was intentionally designed to feel authentic and grounded in the jobsite. The result is a platform that reflects the confidence and credibility of experienced builders, positioning FBM not just as a supplier, but as a reliable partner that helps pros protect their reputations and keep every job moving forward. Through RPA’s “Respect and Results” - respect-first, results-driven approach – the work goes beyond positioning—establishing FBM as a partner pros can trust where it matters most: on the job.
Digital OOH + Bus Shelter
Digital Display
