Lawn-care brand O.M. Scott & Sons
has decided the American yard deserves a back story.
Its new campaign"Yardcestry" runs across Meta, TikTok, YouTube, owned channels and retailer partner
channels. Profiling family farms, the creative reveals what it takes to produce grass seeds.
Agencies involved in the campaign include The Program, Joybyte and Zeno Group. Zenith handled
media.
The work targets a younger generation of homeowners.
At the campaign's center is Oregon’s Rue family, whose farming roots date back to 1910. Consumers get a look at the
science, time and people who provide the genesis for beautiful lawns.
"Where do yards come from? Nobody's ever asked that. Everyone's been trained to care where their coffee and their eggs
come from, and then they walk outside onto a lawn with no origin story at all. The opportunity was to share the stories of the multigenerational American farmers who actually grow Scotts and O.M.
Scott & Sons premium grass seed. Grass seed has traditionally been treated as a faceless commodity, but ‘Yardcestry’ shows us it's a craft," said Liz Levy Clark, director,
creative & brand marketing at The Scotts Miracle-Gro Company.
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