Lawn Doctor
Grass Slippers
Lawn Doctor’s service requests largely come in the warm spring and summer months, but they needed a way to get customers thinking about their lawns in the dead of winter. We appealed to homeowners longing to be out in their yards by creating Grasslippers -- custom-made with real grass -- to deliver the feeling of fresh grass underfoot, indoors, even as outdoor temperatures sat below freezing in many of Lawn Doctor’s key markets.
Grass Slippers were offered up to franchisees as a giveaway to key customers. “Unboxing videos” were filmed to share the joy, generating demand for lawn care even during the coldest months of the year.
“The leaders were focussed on volume, frequency and scale of message not the message or its context, this is where we could win. We built a restless creative engine that finds cultural fuel and rapidly turns that into a consistent flow of creative work that drives relevance and talkability. And the results tell the story - record pre-season growth, year-round demand, and a new bar set for annual revenues, all without bloated budgets and carving an ownable space for us in the market.”
Tim Cawley, Partner, Rival
Breakthrough ideas and insights from challenger brands, straight to your inbox.
Join over 5,300 marketing leaders from Google, F1, Monzo, and more. ideas and insights from challenger brands.
LIVE
Rival Presents the Top 50 Challenger Brands of 2025
