• by Fern Siegel , March 5, 2025

ScottsMiracle-Gro lawn-care products is launching a new campaign and product line.

The new “Yard Goat”  campaign showcases O.M. Scott, a Civil War vet of the Union army, who started a weed-free grass seed company in 1868. The spots pays salutes him as the original “Yard G.O.A.T” and proud yard owners today. Those who want healthy and thriving grass to enjoy with families and pets.

The company is also announcing the third installment of the "Scott for Scotts" campaign, starring Kristofer Hivju from “Game of Thrones.”  “Citizens of the Lawn” takes the Scott character on a cross-country journey to capture unrehearsed interactions with homeowners about their lawns.

D/CAL, an independent creative agency co-founded by skateboarder Tony Hawk, did the creative for "Yard Goat," while "Scott for Scotts" was developed by Scotts, with support from Wondersauce and produced by MullenLowe.

The campaign includes linear TV, streaming TV, OLV, terrestrial and streaming audio, social, OOH, digital, retail media and Spanish-language buys.

In addition, the company announced a new new product line: O.M. Scott & Sons. It includes Natural Grass Food, Northern and Southern Grass Seed and Clover Seed.

“We were inspired by the straightforward simplicity of our earliest products, which in many ways anticipated today’s cultural context and consumer needs,” said John Sass, senior vice president and chief creative officer at ScottsMiracle-Gro. “The chemistry between the consumers and Scott is the ideal context to remind people that four simple feedings each year can create a lawn to be proud of.”

D/CAL client work includes Buddy’s Pizza, Gucci and Detroit Pistons.