This campaign is launching an entirely new brand for The Scotts Miracle-Gro Company, featuring their Founder, O.M. Scott - the man who, back in 1868, essentially invented the American yard. And this new O.M. Scott & Sons throwback brand features a simple line of natural grass food and seed in recyclable bags.

While the market need for this is certainly there, we had a hunch there was more to act on. So, we dove deep into our Client’s audience segmentation with the D/CAL SubMethod™ to uncover a very real, very actionable insight:

This audience sees their yard not as a “lawn” with perfect edges to be admired from afar, but rather, a place of freedom, fun, and creativity. To them, a bald spot under a tree swing is a positive affirmation. These are folks who go hard on their yards - and want safe, healthy grass for those bare feet and furry paws. In other words, yard > lawn.

We call them “Yard GOATS.” And O.M. Scott is the O.G.