Pennington grass seed really does grow thicker, greener and more drought-resistant than its competitors. But it’s message wasn’t being heard in the hyper-competitive grass seed industry, a place where the loudest voice tends to win.
To be heard, we cut through the cacophony with a broadcast spot that personifies Pennington’s classic brand and quiet confidence. When you have a superior product like Pennington Smartseed, you don’t need to shout - the results speak for themselves.
Our approach updated Pennington’s tone, differentiated it from competitors and resonated with experienced lawn chiefs and first-time-homebuying Millennials alike - all in 30 seconds.
While it’s still early for sales numbers, consumer interest and brand engagement have increased since the spot first aired. As the campaign continues to rollout across the country, many more will “reclaim their turf” with Pennington Smart Seed.