The campaign’s microsite, branded ‘Snap Me Up’, parodies dating websites to offer users advice from “relationship guru”, Tim.

Snap’s marketing group manager, Lidia D’Opera, said the national campaign was a turning point in implementing Snap’s ‘Level 2’ online marketing services.

“It is part of a transition stage for Snap as we go out into the broader market to build new relationships,” she said.

“We are not reinventing ourselves. Things like winning website work can help stores bring in more print work as they build long-term relationships with customers.”

Snap is pouring its marketing budget into the campaign, which includes print and outdoor advertising as well as online.

D’Opera added that advertising by printers was traditionally “pretty boring” and this campaign showcased Snap’s outgoing personality.

“Printers aren’t the sexiest group out there,” she said.

“Here at Snap, we talked about adding personality to our brand, not just with the unlikely couples, but through the business guru, Tim,” she said.

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