• by Fern Siegel , July 13, 2023

Lawn care brand Weed Man named Planet Propaganda as its creative agency of record. 

The brand began franchising in 1976. Weed Man now has more than 300 franchisees across North America and the U.K.

The company has relied on local ads run by franchises, but Plant Propaganda's remit is to create a new brand platform that will unify messaging across franchisees and better communicate Weed Man’s value proposition to customers.

An integrated campaign is expected to debut later this year. Media buying is handled in-house. 

"Making any type of change to our marketing — big or small — is not something we take lightly. We knew we could only embark on a project of this scale with a partner that would take the time to peel back the layers and shed light on what sets us apart," says Erica Knapp, digital-communications director at Weed Man. 

Planet Propaganda's client work has included Jersey Mike’s, Duluth Trading Company, Pancheros, Smithworks Vodka and Jimmy John’s.

"Lawn service is a tough industry with respect to differentiation and it is our goal to clearly communicate and educate consumers on what sets them apart," said Emily Steele, managing director at Planet Propaganda.