• by Sarah Mahoney , Yesterday

Most people are not thinking about their lawns on Thanksgiving, but TruGreen hopes its new Lawnbardi Trophy promotion might change that. The company is rolling out the “Official Turkey Bowl Playbook” and game day kit, aimed at all those families who play a little football before sitting down to Thanksgiving dinner.

“This time of year is all about celebrating our customers’ lawns,” says Alyssa Puketza, TruGreen’s CMO. “This was just a way to get people on the grass, have a football game, and make memories on their lawn.”

She tells Marketing Daily the promotion also serves another purpose: generating brand awareness during the slow season. The lawn care company keeps more than 2.3 million yards ready and does a brisk business in mosquito and pest control, too. But most of the action -- between 85% and 90% -- “happens in a very short, peak window, in March through June. People don't understand that there's a lot to do with your lawn outside of peak season.”

The campaign is running primarily on social, with the brand teaming up with college athletes as influencers, including Diego Pavia, Vanderbilt quarterback. Fans need to follow the company on Instagram and comment for a chance to win the package. Each kit includes grass stain remover, lawn-safe turf paint, field marker cones, an “Official lawn of the Turkey Bowl” flag, a Lawnbardi Trophy and a Turkey Bowl Playbook.

In much of the country, “this time of year is one of the last opportunities that people have in order to get outside and really enjoy their backyards. We want to give people the gift of a great-looking lawn without having to worry about it,” says Puketza.

The main goal is brand perception, and ties into the company’s role as the official lawn care provider to both the PGA Tour and Minor League Baseball. “We want people to think great-looking lawns equal TruGreen.”