True Value is powering the spring season as the official “Sponsor of Grass.” This bold, humorous, and highly engaging nationwide campaign is designed to drive consumers straight to their local True Value while reinforcing the brand’s legacy as the trusted neighborhood destination for home and garden needs.
This season, True Value is bringing fresh energy to American lawns and to the brand itself with a full-scale creative rollout including mobile out‑of‑home billboards, a witty social media campaign, and influencer partnerships that highlight the thrill of winning the local lawn care game.
Out-of-home promotion
A fleet of mobile billboards cruised through neighborhoods and paraded True Value’s hometown of Chicago. These trucks displayed cheeky, attention-grabbing headlines like “Kick your grass into sponsor-worthy shape.” The trucks led customers right to True Value doors, acting as the epitome of attracting store traffic to retailers.
Across Instagram and Facebook, True Value will share a series of humorous lawn‑themed content that underscores the importance of crushing your spring lawn. From grass personified to lawn care humor, the content aims to capture the scroll-stopping energy that today’s consumers engage with while inspiring them to shop for all things spring at True Value, especially for lawn care needs.
Influencer collaborations with 1M views and counting
To amplify reach, True Value teamed up with SB Mowing, a lawn care digital creator, who is bringing the Sponsor of Grass campaign to life with authentic, entertaining content. SB Mowing (Spencer) turned his lawn‑care business into a massive social media brand known for mowing overgrown yards for free and helping people in need. He’s built an audience of more than 20 million followers across social media platforms by sharing satisfying cleanup videos and community-focused projects. Watch him care for his own lawn on TikTok and Instagram with the help of Haysville True Value.
Digital assets and in-store signage
True Value retailers can also bring the Sponsor of Grass campaign directly to life in their stores. Along with digital assets for retailer websites, participating stores will receive turnkey in‑store materials—including window banners, end caps, and bag stuffers—to extend the campaign experience from the street to the aisle. With a national, high‑visibility campaign at their fingertips, retailers are empowered to drive sales, elevate the customer experience, and strengthen their connection to the communities they serve. “Owning our role as a lawn and garden destination as the Official Sponsor of Grass reminds customers that True Value is the trusted partner to get their homes and yards ready for warm weather,” said Allison Flatjord, Executive Vice President of Marketing and Ecommerce. “This campaign sparks curiosity, turns heads, and leads people to True Value for their lawn needs. We’re excited to own spring like never before and support our retailers with a campaign that engages communities and drives real foot traffic.” This initiative underscores True Value’s ongoing commitment to empowering its independent retailers, deepening brand loyalty, and making every neighborhood store the go-to resource for lawn care, garden essentials, and all home improvement projects big and small.
