Something similar to what Rod mentioned above but probably much cheaper is
"Miracle Podge". Have a look at my "lost in the Bavarias" dio and check out the road,
I wanted a sloppy muddy roadway as well so just painted this stuff on top of the painted road,wheels etc. I also took an old toothbrush and dipped it into a mix of this stuff and paint and flicked it onto the snow and the vehicle. I was happy with the result.
"Battleing Bastards of Bastogne"