TruGreen Unlocks Americans’ Passion for Their Lawns with New National Marketing Campaign

Nation’s Top Professional Lawn Care Company Goes Greener in Effort to Reach Homeowners Who Love Their Lawns

Monday, February 22, 2010 5:00 pm CST

Dateline:

MEMPHIS, Tenn.

Public Company Information:

NYSE:
SERV
"TruGreen lawns are easy to spot. That’s the Hasskamp house. Great-looking lawn. Better-looking daughters."

A green, healthy oasis awaits to be discovered in lawns across America as Memphis-based TruGreen encourages the nation to get more out of their lawns while taking a more environmentally responsible approach to lawn care. The country’s largest professional lawn care service has adapted this passionate lifestyle approach as a part of its new aggressive marketing campaign breaking today on national TV.

According to Philip Dobbs, chief marketing officer, TruGreen, the new strategy taps into homeowners who want a healthy, green lawn but don’t have the time or expertise to do the job themselves.

“Our research shows that consumers are passionate about their lawns and are looking for a partner who can help them get the most out of their yards. They want an expert who can make it easy,” Dobbs said. “Although TruGreen has long been the industry leader in both residential and commercial lawn care, we see this as an opportunity to take our business and our brand to the next level. Through our new lifestyle campaign, we intend to build our brand, reach new customers, and accelerate our sales growth.”

For its rebranding effort, TruGreen tapped its agency of record, Publicis Dallas, to rediscover its roots and research the “Do-It-For-Me” consumer who enjoys a healthy, green lawn. As part of the branding initiatives, Publicis developed TruGreen’s new tagline: Go greener(SM).

“We know Americans love their lawns. It’s where they gather, play and relax with family and friends,” said Rick Rogers, senior vice president, group account director, Publicis. “We’ve put our ear to the grass and developed a multi-faceted, strategic approach that shows we really listened.”

New Kid in Town

TruGreen hit the national paid TV turf for the first time today. The integrated campaign spans national network news, cable TV (e.g., HGTV, The Weather Channel) and national print (e.g., Better Homes and Gardens, AARP, and Golf Digest) and runs through May. Other campaign components include digital, a relaunch of TruGreen.com, an exclusive marketing sponsorship with Earth Day Network and Earth Day 2010, public relations, a backyard makeover sweepstakes, and direct mail.

In addition to its new tagline, Publicis created a new TruGreen logo, which will appear on TruGreen’s 7,000-truck fleet and the uniforms of TruGreen specialists nationwide. Also being revamped are TruGreen marketing materials and TruGreen branch signage.

TruGreen Unlocks Americans’ Passion for Lawns

Playing center field in the campaign is character Bobby Sinclair(SM), Neighborhood Lawn Kid(SM) and unexpected TruGreen brand advocate. Portrayed by child actor Noah Munck, Bobby lends humor and all-American fun to three new TV spots, print executions, select digital and environmental education initiatives.

In the 30-second TV spot “Bobby’s World,” we’re introduced to wise-crackin Bobby, Neighborhood Lawn Kid(SM). He reinforces the qualities of a TruGreen healthy lawn and the brand’s customized approach to service. Bobby says, “TruGreen lawns are easy to spot. That’s the Hasskamp house. Great-looking lawn. Better-looking daughters.” The spot cuts to Bobby walking past an unkempt lawn. Bobby says, “I got a solid business plan, too. Take the Walkers. No TruGreen. No thanks.” We see Bobby continuing down the street chattering about how TruGreen treats every lawn individually and listens to every issue. “They call it customized service. I call it my ticket to the cover of Forbes.”

Bobby is featured in two more entertaining 30-second TV spots, one promoting TruGreen’s 100-percent natural, organic fertilizer, TruNatural® and another focusing on TruGreen’s customized approach to lawn service to deliver on the individuality of each lawn and customer’s lifestyle.

Take a Bow

Creative credits go to Shon Rathbone, executive creative director, Publicis; Eric Moncaleano, group creative director, Publicis; Jim Goldberg, copywriter, Publicis; Dan Dougherty, art director, Publicis; Sean Ehringer, director, Tool of North America; Jennifer Siegel, executive producer, Tool of North America; and Jack Waldrip, editor, Charlieuniformtango. Publicis Dallas collaborated with TruGreen, employing Publicis’ vast network capabilities, including strategic partners Publicis Modem and Optimedia.

America Goes Greener

As a part of the integrated campaign, TruGreen is also helping to educate Americans on how unlocking their passion for lawns can also help the environment. TruGreen is the exclusive U.S. organic and sustainable lawn and landscape care sponsor of Earth Day Network. To celebrate the 40th anniversary of Earth Day in 2010, TruGreen collaborated with Publicis on an educational video featuring Kirk Hurto, Ph.D., vice president of technical services, TruGreen, and Bobby SinclairSM. The five-minute video suggests environmentally responsible lawn care tips, including sustainable lawn care practices, that qualify for Earth Day Network’s Billion Acts of GreenTM initiative. TruGreen will participate in Earth Day Network’s Global Day of Celebration in Washington D.C. on April 25.

About TruGreen

TruGreen is the nation’s largest lawn care company, serving more than 2.5 million residential and commercial customers across the United States with lawn care, tree and shrub care. As the current industry leader, TruGreen continues to pioneer the development of new technology for lawn care, and devotes substantial resources to evaluate new products and equipment. The company is committed to responsible lawn care, including offering and promoting the use of natural, organic services and sustainable practices. Today, there are more than 250 TruGreen LawnCare branches in the United States and Canada, including more than 50 franchise locations. TruGreen is the exclusive U.S. organic and sustainable lawn and landscape care sponsor of Earth Day Network and the 40th anniversary of Earth Day. TruGreen is part of the ServiceMaster family of brands, one of the world’s largest and most versatile service networks.

TruGreen Unlocks Americans’ Passion for Lawns

About ServiceMaster

ServiceMaster currently serves residential and commercial customers through a network of more than 5,500 company-owned locations and franchised licenses. The company’s brands include TruGreen, TruGreen LandCare, Terminix, American Home Shield, ServiceMaster Clean, Merry Maids, Furniture Medic and AmeriSpec. The core services of the company include lawn care and landscape maintenance, termite and pest control, home warranties, cleaning and disaster restoration, home cleaning, furniture repair and home inspection.  About

Publicis Dallas

Founded in 1952, Publicis Dallas is the knowledge powerhouse on marketing to "The New Main Street." A sampling of the agency’s clients includes TruGreen, GlaxoSmithKline, Curves, Nestlé, Terminix and Chevy.

Publicis is part of the Paris-based Publicis Groupe, the world's fourth-largest communications company. With worldwide revenues of $4.8 billion, it is among the fastest-growing communications companies in the world. For more information, please go to www.publicis-usa.com.

Editor’s Note: Go to www.TruGreen.com/about/videos to access a sampling of TruGreen’s new Bobby SinclairSM creative.

Contact:

Amy Simpson, TruGreen
901.597.8309
AmySimpson@trugreenmail.com
or
Sheri Smith, Publicis PR for TruGreen
469.366.2493
sheri.smith@publicis-pr.com
or
Christie Giera, Publicis USA
212.279.5748
christine.giera@publicis-usa.com
or
Members of the media only, contact:
U.S. Media Relations
James Robinson
+1-901-597-7521
or
International Media Inquiries
Antonio Hernandez
+1-901-597-8381
or
ServiceMaster
Media Hotline:
+1-866-397-7921