Delaney Lund Knox Warren has used humour to demonstrate how easy it
is to use Evergreen Grasshopper in its new campaign for the lawn
It is the first time that The Scotts Company has advertised Evergreen on
TV. The commercial will break on 10 April and will be supported with ads
in the specialist gardening press.
The campaign targets people who enjoy their gardens but don’t consider
themselves expert gardeners. It is based on the opinion that the lawn is
the centrepiece of most English gardens and is important to the overall
appearance of the garden.
The commercial highlights how easy it is to use the product by
demonstrating the four simple steps it takes to get a perfect lawn. Step
one is to buy some Evergreen Grasshopper. Step two is apply the granules
to the lawn.
Step three is ’do nothing’ and step four is ’after seven days admire
your beautiful lawn’.
The man giving the demonstration takes ’do nothing’ literally and is
seen standing on his lawn day and night in all weathers until the
seven-day period is over. He then collapses on to the grass.
The ad ends with the line: ’Evergreen Grasshopper. You’re just a few
steps away from a beautiful lawn.’
The ad was written by Matt Lee and art directed by Brian Riley. It was
directed by John Marles through RSA Films. Media planning and buying is
through Delaney Lund’s affiliated media agency BJK&E.
Mark Lund, a Delaney Lund founding partner, said: ’This campaign has the
power to bring new users into the burgeoning lawncare sector.’