TORONTO FC by MEC New York for Scotts

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Industry Chemicals, Fertilizers & By-products, Metallurgy
Media Promo & PR, Case study
Market United States
Agency MEC New York
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: TURF BUILDER
Date of First Appearance: Mar 28 2010
Entrant Company: MEC, New York, USA
Director of Marketing: Glen Martin (Scotts Canada)
Category Marketing Manager: Scott MacDonald (Scotts Canada)
Vice President, Managing Partner, Connection Planning: Alice de Boer (MEC)
Account Manager: Sabrina LaRosa (MEC)
Media placement: TV Campaign TV 2 Spots - CBC, SportsNet & GolTV - March 28, 2010
Media placement: TV Score Bugs - CBC, SportsNet & GolTV - April 15, 2010
Media placement: TV Grass Report Feature - CBC, SportsNet & GolTV - April 15, 2010
Media placement: Field Signage - CBC, SportsNet & GolTV - April 15, 2010
Media placement: In-Stadium Video Signage - Stadium Attendance - April 15, 2010
Media placement: Outdoor Video Spectacular Sign - Traffic Past Stadium - April 15, 2010
Media placement: Maintenance Crew Clothing - Stadium Attendance - April 15, 2010

Insights, Strategy & the Idea
Scotts Canada needed a unique, high-profile platform from which to demonstrate the resilience of its Turf Builder fertilizers and seeds during the highly competitive spring season. Most important was creating an association between Turf Builder and perfect lawns that could withstand wear-and-tear so consumers would choose the Scotts brand over less pricey competitors.

Turf Builder targets male homeowners who want their lawns to be the envy of their neighbours. Watching professional sports is an integral part of these men’s lives, and soccer—specifically Toronto FC, Canada's first and only MLS team—had been surging in popularity among Canadian men aged 35 to 54. The team's change to a grass pitch from the despised artificial turf was the ideal platform to showcase the brand. Scotts would partner with Toronto FC to provide BMO Field with real grass.

Creative Execution
The installation of real turf at BMO Field, an event guaranteed to generate interest, was a rare opportunity for Scotts. The objective for us was to make sure all fans knew that Scotts was the driving force behind the new grass.

We created a pre-game segment called "Turf Builder Grass Report" in which commentators discussed the state of the turf and how it would affect the upcoming game during the national broadcast. During the games, Scotts branding could be seen on in-game score bugs and field boards. Scotts also ran 30-second spots during the broadcast.

Field maintenance crews were outfitted with Scotts clothing, so when the pitch needed inspections or repairs throughout the game, viewers were reminded that Scotts was responsible for the grass.

Scotts’ commercials ran on several in-stadium video boards during the game, and a spectacular, large-format sign was visible from the major highway beside the stadium.

Results and Effectiveness
The Turf Builder brand was highly visible throughout the Toronto FC season, particularly during the key spring selling period. By mid-May, the new Turf Builder EZ Seed product was sold out in Ontario. It has since become the most successful Scotts product launch in the brand's history. As a result, Scotts has committed to a multi-year partnership with Toronto FC.