David versus Goliath

The challenge:
To create a new brand in the buffalo turf grass variety segment to compete with the might of the established Sir Walter Buffalo brand.

The insight:
Capture the category high ground through a positioning and tone that taps into the deeply held belief; ‘my home is my castle’.

The outcome:
A new brand of turf that enables the owner to 'live a king’s life' through the core benefits of; more time for enjoyment and less effort needed for maintenance.