VML Chosen as Lead Creative and Social Agency for TruGreen

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, Kurt served as US president and chief commercial officer and prior, EVP, chief concept and 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.

Kurt, 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 maximising 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.