The Official Sponsor of Grass

Each spring, lawn care becomes a high-pressure category with most homeowners feeling an expectation to maintain a well-kept yard. At the same time, brands in the space tend to rely on predictable, product-focused messaging. True Value saw an opportunity to stand apart by leaning into a simple cultural truth; for many homeowners, grass is a source of pride.

In response, the brand partnered with its creative and media agency of record, Laughlin Constable, to launch “The Official Sponsor of Grass,” a social-first campaign that positions the brand as the champion of great lawns. The idea reframes traditional sponsorship. Instead of attaching its name to stadiums or large events, True Value is claiming something more universal – grass itself.

At the heart of the campaign is a :30s hero press conference-style video, which interviews the personification of grass on a podium in front of eager reporters vying to get the exclusive scoop about the breaking-news sponsorship.

“Spring lawn care is a critical moment for our customers, but the category often feels repetitive,” said Jenna Magnuson, Marketing Director at True Value. “We wanted to show up in a way that feels confident and true to who we are, but in a silly and lighthearted way. This campaign reflects our focus on helping people take pride in their lawns without taking ourselves too seriously.”

The campaign is led by mobile, regional digital billboards mounted on trucks that move through Chicago neighborhoods. In downtown areas, the trucks target high foot traffic and commuter routes and in suburban areas, they appear near local stores and community events.

“Grass is one of those things people quietly obsess over,” said Jon Laughlin, Chief Creative Officer at Laughlin Constable. “Once we acknowledged that, the idea practically wrote itself. By putting the message on moving billboards, we could meet people where they actually live and make the idea feel part of their environment.”

“The Official Sponsor of Grass” is now live across paid social (Meta, TikTok, YouTube), TikTok and Instagram partnerships with viral lawncare influencer SB Mowing, DOOH, and in-store placements. The campaign follows True Value’s recent “Your Project, Your Way” platform from this January and reinforces the brand’s position as a trusted resource for DIYers, homeowners, and anyone who wants their lawn to look great this spring.