A Mulch More Interesting Campaign
The only thing funny about mulch is the word itself. Mulch. Mulchy mulchy mulch.
That’s why our absurd approach to GreenCycle’s consumer advertising hit—the first order of business was to grab consumers’ attention with irreverent references like “We know what you mulched last summer” and an aproned mulchaholic character named Woodrow. Then we could explain GreenCycle’s many forward-thinking upsides.
When owner John Repenning approached us with his wholesale business, he was ready to make a retail name for the brand and needed an advertising strategy. We focused on e-commerce and delivery, and made sure people noticed with oh-no-they-didn’t billboard messages including “Dumping Daily.” The key was that each one had an element of truth. We know they worked because those dumps are pretty big now—GreenCycle now delivers 1,000 truckloads of mulch, per day, during peak season. We love a client with a sense of humor. GreenCycle, thank you very mulch.
Awards
2015, Gold – Lower Great Lakes Chapter Regional Emmy, Commercial
2016, Gold – American Advertising Federation, Local TV Campaign
2016, Gold – American Advertising Federation, Best of Show for Local TV Campaign
2016, Gold – American Advertising Federation, Local TV Campaign
