KFC: Scott For Scotts

The Situation: When the world opened up again (post-pandemic), lawn owners no longer had the time or patience for lawn-care. Category growth was slowing dramatically, and Scotts needed to change that. They needed a campaign that would break through, revive interest, and be unmissable.

The Insight: Modern homeowners no longer have the time to ask for advice or search for the answer. Instead, they turn to known and trusted influential, celebrity-like figures for instant expertise.

The Strategy / Brief: Introduce a lawn expert with a big, memorable personality that can achieve celebrity, influencer status (i.e create the world’s first famous lawn influencer).

The Idea: Scott for Scotts.

The Results: Scott became the influencer the lawn category needed. Scotts saw +16% sales increase, 26% visitation lift, and the highest recall the brand had ever seen.

Awards: 2024 Effies: Shortlist

__________

Agency: MullenLowe

Role: Group Strategy Director

Year: 2023

Social & Digital Examples: