TruGreen, a national brand currently #1 in the lawn care services category, needed help standing out in a crowded industry full of local competitors and trendy digital disruptors. Brownstein set about reinvigorating interest in the legacy brand with relevant and emotional advertising.
Rigorous research discovered most people felt their lawns weren’t just functional, but said more about them than most would think. Aside from being a tremendous source of pride, they reflected the homeowners’ taste level and lifestyle.
None of TruGreen’s competitors currently used pride to speak to existing and potential new customers. By leaning into the emotional driver of pride, and pairing it with the functional driver of TruGreen’s scientific expertise, a unique approach emerged, and presented an opportunity for TruGreen to differentiate itself.
Brownstein created witty and engaging content around the idea that, “When you see a great lawn, it’s all you see.” A television campaign with two spots ran on network, cable, connected TV, and OLV channels. Additional creative content supported digital assets, including display, paid, and social, to deliver an integrated campaign.
In addition, the campaign was supported through earned media channels—highlighting TruGreen’s localized knowledge and promoting their suite of lawn and pest services during peak selling seasons across the country. High-quality press coverage with at least three key messages appeared across regional, national, and industry news outlets. A satellite media tour was also executed to kick off the Fall lawn season.