Scotts, North America’s leader in branded lawn care products, will drive the 2025 season with a new “Scott for Scotts” campaign, featuring authentic conversations with homeowners, and the launch of the O.M. Scott & Sons brand, which honours the past while shaping the future for a new generation of lawn care consumers.
O.M. Scott & Sons is an innovative brand crafted to meet the needs of consumers who want to enjoy and maintain their outdoor spaces but seek simple-to-use products with natural ingredients in sustainable packaging. The brand is inspired by founder Orlando McLean Scott, a Civil War veteran who, in 1868, started providing weed-free grass seeds in Marysville, Ohio, where The Scotts Miracle-Gro Company and its Scotts brand are located today. The new product line includes Natural Grass Food, Northern and Southern Grass Seed, and Clover Seed.
“We were inspired by the straightforward simplicity of our earliest products, which in many ways anticipated today’s cultural context and consumer needs,” said John Sass, senior vice president and chief creative officer at Scotts Miracle-Gro. “The result is high-performing and natural grass food and grass seeds that thicken turf to help crowd out weeds, are drought- and heat-tolerant and, in the case of our clover seed, are a low-maintenance alternative to traditional grass. All use sustainable paper packaging which is eligible for kerbside recycling.”
In keeping with O.M. Scott’s role in helping to create the American backyard, the campaign pays homage to him as the original Yard GOAT — greatest of all time — and salutes the Yard GOATs of today. These people are less concerned about the look of their yards and more interested in having healthy and thriving grass perfect for fun and adventures with their families and pets.
New Turf Builder Campaign Features Real Lawn Lovers
In parallel, this will be the third year in which the Turf Builder portfolio, the multi-bag program approach for traditional lawn enthusiasts, will be represented by the character Scott for Scotts, starring actor Kristofer Hivju, known for “Game of Thrones,” “The Gentlemen” and other movies and television shows. This year’s campaign features Scott in honest interactions with real homeowners to capture the joy of lawns and how to achieve maximum results with minimum effort.
“The power of a beloved figure like Scott provides creative flexibility to meet a variety of strategic goals,” Sass said. “We’ve matched Scott with real people to celebrate the lawn as a place for good times. The chemistry between the consumers and Scott is the ideal context to remind people that four simple feedings each year can create a lawn to be proud of.”
Creative and Production Contributors
The creative strategy and integrated brand launch campaign for O.M. Scott & Sons was developed by D/CAL, an independent creative agency co-founded by master of subculture relevance and legendary skateboarder Tony Hawk. Scotts also worked with HiFi Brands/Paul Demyanovich to create packaging that balances well-grounded heritage elements with a modern look and feel.
The creative for the 2025 “Scott for Scotts” campaign was developed by Scotts, with support from Wondersauce, produced by MullenLowe and directed by Nicolas Heller. Heller is a well-known documentary filmmaker and social media personality with 2 million Instagram followers under the handle @newyorknico. He is recognized for his ability to capture moments of absolute truth.
Media Strategy and Investment
The O.M. Scott & Sons media campaign highlights how the yard sparks unforgettable moments for consumers with influencer and UGC activations across social media channels. Online video, search and retail media activations will ensure every media touchpoint is shoppable, making it easy and convenient for consumers to care for their lawns.
The “Scott for Scotts” campaign will inspire consumers to feed and seed with activations across a full mix of channels, including linear TV, streaming TV, OLV, terrestrial and streaming audio, social, OOH, digital and retail media. Highlights include live sports programming, such as the men’s and women’s NCAA tournaments, MLB, PGA, MLS, NBA and NHL, along with top streaming platforms Disney+, Hulu, Netflix, Max and Peacock and Spanish-language buys on Univision and Telemundo.
For additional information, visit scotts.com