Some 81% of all Americans have one, and a vast majority — 79% — say a lawn is an important feature when renting or buying a home, second only to a renovated kitchen, according the National Association of Landscape Professions.

Echo wants in on the action.

The professional-grade outdoor power tool brand launched a new creative campaign centered on people who have a deep connection to their yards, called “We Are Yarders.”

Echo's AOR Cramer-Krasselt did the creative, which runs across TV, digital and social.

The campaign isn't just a product push. The focus is the enthusiasts who take pride in a perfect lawn or carefully trimmed shrub.

Three 30-second spots are "Why Do We Yard,""For Pros Who Yard" and "Lovers of Yard."

Todd Stone, executive creative director at Cramer-Krasselt, said: “We saw a movement happening — homeowners proudly sharing their law stripes, hedge work and weekend projects — but they had no unifying identity. So we gave them one. When people see the campaign, we want them to recognize a community and say, ‘Hey that’s me. I’m a Yarder, too.’”

C-K client work includes Tropicana, Porsche and Landmark Credit Union.