Cramer-Krasselt and ECHO are bringing back Branch Yarderman for a new round of spots under the brand’s “We Are Yarders” platform, once again turning the unwritten rules of yard care into comedy.
The new campaign includes four 30 spots featuring Branch, the hyper-committed yard enthusiast introduced in 2025 as part of ECHO’s social-first expansion of the “We Are Yarders” campaign.
Rather than relying on traditional product demonstrations, the new work focuses on the very specific behaviors, opinions and rituals that define people who take enormous pride in their yards.
In “Loaning Tools,” Branch tackles one of yard culture’s more delicate issues: what happens when someone wants to borrow your ECHO battery-powered equipment. His solution includes establishing a very specific return date and time.
“Woodland Creatures” finds Branch proudly welcoming the animals that have apparently discovered his meticulously maintained property.
In “Topiary,” Branch concedes there may be a place for abstract art — just not in his yard. Armed with an ECHO hedge trimmer, he makes the point by taking down a swan topiary.
And in “Kids Toys,” Branch reflects on children being life’s greatest gift while using an ECHO leaf blower to clear their toys out of his yard.
REELated:
Cecily Strong makes mornings a little less terrible with Thomas’
The humor works because Branch isn’t positioned as a conventional spokesperson explaining ECHO products to homeowners. He is one of them – only considerably more intense.
“Branch Yarderman is the yardiest yarder out there,” said Todd Stone, Executive Creative Director at Cramer-Krasselt. “He has strong opinions, questionable wisdom and a devotion to the yard.”
Stone said the character continues to provide the agency with new territory to explore.
“We keep discovering new corners of his worldview,” he added. “There’s always another unwritten rule of yarding for Branch to uncover, and another reason for Yarders to recognize a bit of themselves in him.”
Branch debuted in 2025 as a social-first extension of the broader “We Are Yarders” brand platform and quickly connected with ECHO’s audience. According to the brand, the original social campaign performed six times better than Meta benchmarks.
“ECHO has always understood that the people who care deeply about their yards care just as much about the tools they use,” said Nadia Burke, Director of Marketing at ECHO.
“Branch gives us a unique way to celebrate that passion and build a deeper connection, showing that ECHO doesn’t just make professional-grade outdoor power equipment, but truly understands what drives Yarders.”
The campaign launches across television, YouTube and social, with broadcast placements including MLB, the World Series and ESPN’s SportsCenter.
By centering the campaign on Branch’s increasingly elaborate philosophy of yard ownership, C-K and ECHO continue to build a character-driven world around the brand – one unwritten yard rule at a time.
CREDITS:
BRAND: ECHO
AGENCY: Cramer-Krasselt
