March 19 2020 01:14 PM

Campaign is centered around homeowner pride and its science-based expertise.

TruGreen, Memphis, Tennessee, has launched a new branding campaign focused on raising awareness about their services with existing and potential customers. The foundation of the campaign is rooted in homeowner pride and TruGreen’s science-based expertise to deliver results. To bring this national campaign to life, TruGreen will be revealing two new TV spots in addition to digital and social creative assets.

The goal of the new campaign is to show how TruGreen’s science-based expertise and local experience help customers achieve a lawn that makes them proud and reflects the best version of who they are. In a fun and entertaining way, the campaign highlights the tagline: “When you see a great lawn, it’s all you see.” Throughout the 30-second spots, outlandish occurrences, such as alien visitors and a meteor landing, take place on a TruGreen-serviced lawn, but consumers are too mesmerized by the green grass to notice.

“At TruGreen we are committed to providing our customers with a lawn they can feel proud of and one that positively reflects their lifestyle,” says Chief Growth Officer Anthony Conversa. “We hope this new campaign illustrates TruGreen’s commitment to help our customers showcase a lawn that commands everyone’s attention.”

The new TV spots are featured across an array of national, cable, network and connected TV programming familiar to TruGreen’s core audiences. Viewers can watch the new campaign on sports, business and lifestyle channels, as well as TruGreen’s social channels.

“As part of the new campaign, we experimented with humor in a way that is unconventional in the lawn care industry and reinforces TruGreen as a premium and expert brand,” says Justin Reinke, vice president of product management and brand marketing. “The launch of this campaign signifies a reintroduction of TruGreen and allows us to connect with new and existing customers on how we can provide a tailored and localized service experience.”

TruGreen operates about 260 branches and 38 franchise locations across the United States and Canada. The campaign was developed in collaboration with Brownstein Group, a marketing and communications agency in Philadelphia.