True Value as the Official Sponsor of Grass: Key Findings
- The campaign includes features a staged press conference where grass is treated as a sponsored entity.
- Mobile digital billboards run across Chicago commuter routes and suburban areas to extend reach beyond digital channels.
- An influencer partnership with SB Mowing distributes campaign content across social platforms tied to lawn care audiences.
True Value has laid claim to being "The Official Sponsor of Grass."
The spring campaign developed with creative media agency Laughlin Constable aims to break through predictable lawn-care messaging during peak season.
It positions the brand as a champion of homeowners who take pride in their lawns.
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The use of humor makes the saturated category feel less routine and reinforces the brand’s role as a go-to resource for DIY projects.
"The hardware space tends to focus heavily on the product, we flipped that on it’s head, and put the emphasis on the final result," Laughlin Constable CCO Jon Laughlin told DesignRush.
"Every suburban dad takes pride in their lawn. So why wouldn’t they want to get advice from the official sponsor of grass?"
This push builds on the brand’s "Your Project, Your Way" platform, which aims to increase engagement across digital and in-store channels during a high-intent retail period.
Grass Is the Main Event
A 30-second spot puts grass front and center through a staged press conference.
It is presented as a newly sponsored entity answering reporters’ questions.
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True Value's concept transforms an everyday lawn into the main character, using humor to make brand messaging more memorable.
It also keeps the focus on homeowner pride.
The campaign runs across paid social platforms and an influencer partnership with lawn care creator SB Mowing.
It also includes mobile digital billboards that move through Chicago neighborhoods, targeting both commuter routes and suburban areas.
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In-store placements connect the creative idea to product availability and link brand storytelling with purchase decisions.
"Tapping into a cultural moment, spring cleaning, and getting your yard perfect, allows True Value to show up in the conversation rather than just selling it," Laughlin said.
Making common grass the campaign’s "spokesperson" makes the message easier to remember.
Humor Is the Seasonal Differentiator
Seasonal home improvement categories see predictable spikes, but it's also saturated with competition and similar messaging.
Lawn care, especially, is a high-pressure seasonal category where expectations are high, and differentiation is low.
According to data from Mordor Intelligence, U.S. lawn care market size was at $60 billion in 2025.
And the market is expected to grow to nearly $63 billion this year and up to $79.7 billion by 2031.
The category’s size signals consistent seasonal demand, which forces brands like True Value to compete for attention.
The projected growth also reflects more entrants and similar product claims.
This increases the need for distinct creative like character-led humor to avoid blending into retail sameness.
High category pressure during peak season makes memorability decisive, which explains the use of humor to anchor recall when buying decisions happen quickly.
This context helps explain why True Value focused on a character-led concept and hyper-local media placements.
- Humor-led creative improves memorability in categories with similar product claims.
- Localized media placements increase relevance during high-intent buying periods.
- Connecting campaign ideas to retail environments supports actual conversion.
In this case, a combined approach of storytelling and contextual marketing strengthens both awareness and action.
Our Take: Can Humor Win in Seasonal Categories?
True Value’s approach shows how a simple idea can make a crowded product category feel more engaging.
We believe it's primed to win the lawn care category because it connects humor and practical value with how homeowners already feel about their lawns.
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The addition of mobile billboards enhances the idea through clever product placements in local environments.
This match-up between distinct creative and contextual media can boost recall and relevance during peak seasons.
Similarly, Grubhub used humor and nosey neighbors to launch its Gold Digging Season campaign.
Brands need creative partners who know how to unite emotional pulls with everyday consumer products.
Explore these top creative agencies in our directory.
