True Value Launches “Sponsor of Grass” Spring Campaign
True Value is rolling out a nationwide spring marketing campaign designed to drive traffic to its independent retailers, positioning the brand as the “Sponsor of Grass” for the season.
Announced April 13, the nationwide campaign combines out-of-home advertising, social media content, influencer partnerships and in-store merchandising aimed at reinforcing True Value’s presence in the lawn and garden category while directing consumers to local stores.
The effort includes a fleet of mobile billboards that traveled through neighborhoods and across Chicago, featuring attention-grabbing messages such as “Kick your grass into sponsor-worthy shape.” The trucks are intended to guide customers directly to nearby True Value locations.
On digital platforms such as Instagram and Facebook, the company is deploying a series of lawn-focused posts that incorporate humor and visual storytelling to engage consumers during the spring selling season.
True Value is also partnering with SB Mowing, a lawn care content creator with an audience of more than 20 million followers across social platforms. The collaboration has already generated more than 1 million views, according to the company, and features content tied to a Haysville True Value in Haysville, Kan.
In addition to consumer-facing marketing, the campaign includes a suite of tools for retailers. Participating stores will receive digital assets for their websites as well as in-store materials such as window banners, end caps and bag stuffers designed to extend the campaign from marketing channels into the retail environment.
“Owning our role as a lawn and garden destination as the Official Sponsor of Grass reminds customers that True Value is the trusted partner to get their homes and yards ready for warm weather,” said Allison Flatjord, executive vice president of marketing and ecommerce. “This campaign sparks curiosity, turns heads, and leads people to True Value for their lawn needs. We’re excited to own spring like never before and support our retailers with a campaign that engages communities and drives real foot traffic.”
The campaign is part of True Value’s broader effort to support independent retailers with national marketing programs that emphasize seasonal categories such as lawn and garden while strengthening local store connections with customers.
