Each spring in the US, lawn care becomes a high-pressure category with most homeowners feeling an expectation to maintain a well-kept yard. At the same time, gardening brands tend to rely on predictable, product-focused messaging.

Laughlin Constable and True Value saw an opportunity to stand out. The brand has named itself, The Official Sponsor of Grass, in a humorous social-first campaign that positions the brand as the champion of great lawns.

The US campaign leads with a press conference-style video, that interviews the personification of grass on a podium in front of eager reporters vying to get the exclusive scoop about the breaking-news sponsorship. 

The campaign is led by mobile, regional digital billboards mounted on trucks that move through Chicago neighbourhoods. In downtown areas, the trucks target high foot traffic and commuter routes and in suburban areas, they appear near local stores and community events.

The Official Sponsor of Grass is running across paid social (Meta, TikTok, YouTube); TikTok and Instagram partnerships with viral lawncare influencer, SB Mowing; DOOH; and in-store placements. The campaign follows True Value’s recent Your Project, Your Way platform from January and reinforces the brand’s position as a trusted resource for DIYers, homeowners, and anyone who wants their lawn to look great this spring.

“Spring lawn care is a critical moment for our customers, but the category often feels repetitive,” stated Jenna Magnuson, marketing director at True Value. “We wanted to show up in a way that feels confident and true to who we are, but in a silly and lighthearted way. This campaign reflects our focus on helping people take pride in their lawns without taking ourselves too seriously.”

“Grass is one of those things people quietly obsess over,” added Jon Laughlin, chief creative officer at Laughlin Constable. “Once we acknowledged that, the idea practically wrote itself. By putting the message on moving billboards, we could meet people where they actually live and make the idea feel part of their environment.”

Credits:
Agency: Laughlin Constable 
Chief Creative Officers: Jon Laughlin & Pat Laughlin
Creative Director: Randall Kenworthy
Copywriter: Elli Levi
Art Director: Caroline Robb
EVP, Production and Hive 
Content Studio: Vincent Geraghty
Associate Director, Content Creation: Connor Weitz
Hive Studio Manager: Dre Lewis
Media Director: Sarah Ray
Associate Director, Paid Media: Mike Doan
Chief Strategy Officer: Katy Gajewicz
VP, Group Strategy Director: Bryce Mikkelson
Strategist: Kalena Dorgan
SVP Group Account Director: Marissa Schultz
Senior Project Manager: Samantha Sartori
Senior Account Executive: Caroline Hughes