When you see a great lawn
Brand Strategy & Development
Broadcast - Television
Digital Media Planning & Buying
Social Media
Project Overview
TruGreen, the largest provider of lawn care services in the country, launched its first brand campaign with Brownstein Group, bringing an extraterrestrial and humorous twist to a national direct-response marketing campaign.
Details
The two TV spots, accompanied by digital and social creative assets, play with humor and homeowner pride to promote TruGreen’s science-based expertise and localized service experience. Their messaging is built on research conducted by Brownstein Group’s strategy team.
“It’s definitely an unconventional approach to direct-response marketing,” says Chris Grenier, Creative Director of Copy at Brownstein Group. “We got a chance to innovate on the form through surprise and humor, cleverly building up to the final payoff line: When you see a great lawn, it’s all you see.“
Based in Memphis, Tennessee, TruGreen operates 260 branches and 38 franchise locations across the United States and Canada, offering a comprehensive set of lawn care services to more than 2.4 million residential and commercial customers.
“Brownstein Group’s creative execution keeps pace with our ambitious growth goals,” says Anthony Conversa, TruGreen’s Chief Growth Officer. “It delivers a key message through a national loudspeaker—that something as ordinary as a suburban lawn could become extraordinary with the help of TruGreen.”
“It’s definitely an unconventional approach to direct-response marketing,” says Chris Grenier, Creative Director of Copy at Brownstein Group. “We got a chance to innovate on the form through surprise and humor, cleverly building up to the final payoff line: When you see a great lawn, it’s all you see.“
Based in Memphis, Tennessee, TruGreen operates 260 branches and 38 franchise locations across the United States and Canada, offering a comprehensive set of lawn care services to more than 2.4 million residential and commercial customers.
“Brownstein Group’s creative execution keeps pace with our ambitious growth goals,” says Anthony Conversa, TruGreen’s Chief Growth Officer. “It delivers a key message through a national loudspeaker—that something as ordinary as a suburban lawn could become extraordinary with the help of TruGreen.”
