TruGreen, the largest provider of lawn care service in America, has named VML as lead creative and social agency. VML is charged with reimagining the lawn care business to grow TruGreen’s customer base and strengthen brand identity.
VML was selected by TruGreen after Kurt Kane joined the company as President and Chief Executive Officer. Prior to his role at TruGreen, Kane served as U.S. President & Chief Commercial Officer and prior, EVP, Chief Concept & Marketing Officer at The Wendy’s Company. As a CEO with a significant background in marketing, he brings a unique perspective that values the importance that marketing has on a company’s overall success.
Kane, alongside TruGreen’s Chief Marketing Officer, Alyssa Puketza, is dedicated to reshaping the company’s marketing approach to drive a deeper emotional connection with consumers. By partnering with VML, the team aims to elevate TruGreen’s brand presence, tapping into a more modern and engaging narrative that resonates with today’s homeowners.
“VML has listened, learned, and shown our team that they have a true understanding of forward-thinking brands like TruGreen,” said Kurt Kane, TruGreen Chief Executive Officer. “Their overarching strategy, capabilities and ability to develop disruptive creative at scale will take our brand to a whole new level.”
The goal of the partnership is to strengthen TruGreen’s messaging, positioning the organization as a world-class brand in a market where lawn care is often deceived.
“Many homeowners want a lush, healthy, green lawn but they often lack the time or expertise to achieve it on their own,” said Jen McDonald, Chief Client Officer, Americas at VML. “We want to change the perception that a well-maintained lawn is a luxury, and instead position TruGreen as the trusted partner that can deliver the best science-based lawn care in the industry. We’re excited to collaborate with Alyssa as well as Kurt, who is a visionary company leader and deeply understands the transformative power of strategic marketing. His track record of driving growth across multiple industries sets the bar high, and we look forward to meeting those expectations.”
The new brand campaign will launch in early 2025, but VML is creating momentum for the TruGreen starting with an evolved social voice and a new engagement strategy. VML is also maximizing TruGreen’s PGA sponsorship through content with Jason Day and popular TruGreen rep, Jesse. VML is creating a campaign to keep the brand top of mind promoting Fall services that will give consumers a lush green lawn in the Spring.
TruGreen also works with WPP’s AKQA as their lead web agency and independent agency Tinuiti as their lead paid media partner.
About TruGreen
Founded in 1973, TruGreen is the nation’s leading lawn care treatment provider, providing lawn, tree and shrub and pest services focused on exceeding its customers’ needs. The company operates more than 290 locations across the United States and Canada, with more than 14,000 employees. TruGreen is the partner with the local, tailored solutions and science-driven expertise needed to help each outdoor living space look and feel its very best. For 50 years, TruGreen has stayed committed to making its customers’ outdoor living space a place they can be proud of. For more information about TruGreen, visit TruGreen.com and follow them on Facebook, Instagram and X.
About VML
VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy’s. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.
VML is a WPP agency (NYSE: WPP). For more information, please visit www.vml.com, and follow along on Instagram, LinkedIn, and X. #WeAreVML
