Young & Laramore

Banner Ad: Dandelion

Contrary to assumptions in the lawn industry, our primary research revealed that, rather than obsession over “the perfect lawn,” most homeowners just want a decent one that lives up to their neighborhood standards.

So, we tapped into consumers’ desire to not be “that house,” (you know, the one that the neighbors complain about) and helped Scotts LawnService successfully raise its sales year over year.

Through clever banner ads we reinforced the idea of the neighborhood standard and asked users to really think truthfully about if their lawn was meeting them, or, in this case, if they were “the dandelion house.” Shudder.


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website