Scotts Canada begins new television campaign
By Adnews Staff
Montreal-based lawn care company Scotts Canada has begun a new marketing campaign for its Turf Builder line of fertilizer products. The campaign was developed by Zig of Toronto. The three television commercials, aimed primarily at men, seek to use humour to draw a parallel between a lush lawn and a full head of hair. The creative features mock testimonials in the style of hair restoration product ads. "The nature of Scotts products means there are a lot of messages to share, to educate consumers on how to manage their lawn and what differentiates Scotts from the competition," said Martin Beauvais, executive creative director at Zig. "Using this tongue-in-cheek format made sense not only because men can relate to the subject matter, but also because it allowed us to drive home a lot of key points about the products." Media buying was handled by MEC Global.