As the smallest of the big three LTL carriers, ABF is known for delivering a high level of service at a price that is high for the category. The challenge for this trade pub campaign was showing ABF’s value— that the extra cost was worth it. With a new tagline, “The power of personal service,” these ads focused on the company’s can-do attitude, highlighting services that customers can’t get from other carriers and that are well worth the extra cost.