In spring 2022, Cramer-Krasselt (C-K), the nation’s second-largest independent marketing and communications agency, and Gravely, a leader in outdoor lawn and power equipment, launched a new Gravely awareness campaign tuning into the insight that relationships build reputations, and reputations form the basis of legends.
The TV and digital campaign – fueled by insights uncovered in segmentation and ethnographic research – steps away from the heavily feature- and product-driven creative common in the industry. Instead, the story follows Augustine Green, a fictitious and lifelong lawn legend, from humble beginnings to a career at his own landscaping company. Although size and scale may change through the years, one thing remains constant: loyalty to his Gravely mower, a feeling that resonates with the target consumer.
The campaign will be supported by 30-second spots. Each video will be amplified across digital and social channels.
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“Over the years, Gravely mowers have earned a reputation for durability, reliability and exceptional performance,” said Todd Stone, senior vice president and executive creative director at C-K. “The same can be said for each and every hard-working landscape professional that depends on their Gravely mower to help them get the job done. To them, their reputation is their livelihood – it’s personal – and they need a mower that’s as reliable as they are.”
