The goal of the partnership is to strengthen TruGreen’s messaging, positioning the organization as a world-class brand in a market where lawn care is often deceived.
“Many homeowners want a lush, healthy, green lawn but they often lack the time or expertise to achieve it on their own,” said Jen McDonald, Chief Client Officer, Americas at VML. “We want to change the perception that a well-maintained lawn is a luxury, and instead position TruGreen as the trusted partner that can deliver the best science-based lawn care in the industry. We’re excited to collaborate with Alyssa as well as Kurt, who is a visionary company leader and deeply understands the transformative power of strategic marketing. His track record of driving growth across multiple industries sets the bar high, and we look forward to meeting those expectations.”
The new brand campaign will launch in early 2025, but VML is creating momentum for the TruGreen starting with an evolved social voice and a new engagement strategy. VML is also maximizing TruGreen’s PGA sponsorship through content with Jason Day and popular TruGreen rep, Jesse. VML is creating a campaign to keep the brand top of mind promoting Fall services that will give consumers a lush green lawn in the Spring.
TruGreen also works with WPP’s AKQA as their lead web agency and independent agency Tinuiti as their lead paid media partner.
