Home of the BulletProof Roof Guarantee®

Background.

Differentiation in the roofing industry requires more than just a quality product; it demands leadership that resonates with the community and builds trust across generations. Over the decade-long partnership with Schulte Roofing, we created omnichannel campaigns that blended artistry, tradition, and community connection to unify the brand’s unique offerings under a singular proposition: Home of the BulletProof Roof Guarantee®.

Challenge.

When people think of roofing, they often associate it with storm-chasers or subpar-quality work that doesn’t stand the test of time. Schulte Roofing, however, has stood apart as a multi-generational, family-owned company since its founding in 1994, bringing integrity and craftsmanship to every job.

Despite their strong foundation, Schulte Roofing faced the challenge of breaking free from the “sea of sameness” in the roofing industry. Many firms used similar colors, claims, and messages, making it difficult for homeowners and business owners to see the difference. At the same time, customers lacked an understanding of the roofing process, requiring an educational campaign that showcased Schulte Roofing’s unparalleled quality and warranty.

We developed a multi-year campaign designed to create a lasting impression and build intergenerational brand trust. At its core was the unifying concept of the BulletProof Roof Guarantee®, which promised unmatched quality and reliability. To solidify this position, we trademarked the slogan and ensured it became the foundation of all messaging. A catchy, sing-along jingle was paired with BulletProof Bob, a playful mascot complete with his signature gunshots, creating a memorable and engaging way to bring the brand to life.

Omnichannel messaging amplified the BulletProof Roof Guarantee® across every touchpoint, from Schulte’s signature red trucks and branded apparel to building signage, TV and radio spots, a revamped website, and event collateral. By tying Schulte Roofing’s message to local traditions, the campaign didn’t just raise awareness but fostered a sense of community pride. The combination of these efforts ensured the brand resonated with audiences in a meaningful and lasting way.

Campaign.

Winning hearts and minds hinges on building a level of brand trust that can span multiple generations; this was the core driver of our multi-year campaign strategy. We needed to find new whitespace where the brand could spread its message to an audience that didn’t fully grasp the importance of quality craftsmanship in roofing.

The first step was to tie the Schulte Roofing brand to a unifying concept that was steeped in the local community and its traditions. Facing a high education curve, we then immersed the audience in multi-channel messaging that extended beyond the brand’s digital channels.

From multiple vantage points, our campaign solidified Schulte Roofing’s position with a singular, catchy statement, “Home of the BulletProof Roof Guarantee®”. We ultimately trademarked the phrase, defending against its use in digital campaigns from competitors, as well as Schulte Roofing.

We then crafted the USP into a catchy jingle, paying close attention to how we can make the brand’s key differentiator playfully stick in the minds of our audiences. Taking a page from consumer psychology, we matched the brand concept to clever wordplay and a sing-along tune and we reiterated a popular message that could move through the community organically and exponentially.

Call it ‘calculated cheesiness’ but the addition of the character BulletProof Bob, holding his trademark guns that would fire off in ad spots along with the jingle, also resonated with the local audiences. It wasn’t all showmanship either, as the BulletProof Roof Guarantee® gave homeowners a powerful warranty that simply wasn’t full of holes, and it became the company’s USP.

We followed up by reaching Schulte Roofing’s entire service area with the brand’s jingle, its trademark, the signature red trucks, a revamped website, building signage, shirts, TV and radio spots, and event collateral.

Results.

• Market Share Growth: Schulte Roofing’s local service area market share increased from 21% to 74% by volume.
• Community Engagement: The Schulte Roofing Jingle was embraced by the TAMU student section at Olsen Field. It is performed during all 26 home games each season, reaching an estimated 103,000 attendees annually.
• Widespread Recognition: Sample polls showed 95% of the audience recognized the USP, the jingle, or BulletProof Bob.
• Cultural Impact: The jingle became a community phenomenon, with families reporting that children sang it in the car, and locals incorporating it into daily conversations and jokes.
• Revenue Growth: Schulte Roofing’s revenue doubled year-over-year for four consecutive years, cementing its position as a Top 100 Roofing Company by revenue in the United States.
• Comprehensive Integration: Broadcast ads, digital campaigns, and revamped branding unified the brand under the BulletProof Roof Guarantee® concept, creating a multi-generational customer base and deepening loyalty.

The campaign’s success turned Schulte Roofing into a trusted community staple and a leading voice in the roofing industry. By creating a memorable, impactful campaign rooted in local traditions, we helped the company not just win market share but earn a lasting place in the hearts and minds of its customers.

FIVE

Schulte Roofing and the “Home of the BulletProof Roof” USP captured that all-valuable real-estate in the minds of consumers across the service area. Our broadcast spots on TV and radio allowed the catchy jingle and BulletProof Bob to integrate the brand into the fabric of the community. We revamped the brand identity and branding to match the USP and the fun, memorable concept, all while expanding Schulte Roofing’s web presence with a website, CRM/ERP, collaboration stack, search (local, organic, and paid), social, influencers, and sales enablement.

ONE

To differentiate the brand in a sea of competition, we structured and executed the entire campaign based on the strength of our single, unifying concept. We inundated the “Home of the BulletProof Roof Guarantee®” vision into the campaign strategy, bringing Schulte Roofing to consumers in a clear, easy-to-remember manner.

TWO

The campaign turned the Schulte Roofing brand into a popular community staple, deepening relationships with key individuals in the existing service area and beyond. From radio spots in the car to the brand’s amplified presence online, communicating the brand’s industry-leading USP, we helped the Schulte Roofing brand grow in revenue, doubling it year-over-year during the four years.

Additionally, by connecting with consumers through a campaign steeped in local tradition, we cultivated the multi-generational customers that will prove essential in scaling demand and increasing loyalty.

The Work.

The campaign generated millions of impressions in earned media, user engagement with the AR experience, and sweepstakes entries. Both Jägermeister and our team at Foundry512 are thrilled with the results. This campaign is proof that our teams are equipped to excel at all types and sizes of projects, no matter the challenge or complexity.