Cub Cadet: Evoking the spirit of Spring with essence de lawn

Cub Cadet, a manufacturer of outdoor power equipment and mowers, developed and produced a limited-edition personal care collection to maximize interest in the brand and help it stand out from the competition.

The Assignment

Cub Cadet, a manufacturer of outdoor power equipment and mowers, launched its Love to Lawn campaign in 2021 to win over those who are truly passionate about their yards and outdoor spaces. It also signaled an ambition by the brand to capture market share from category leaders John Deere and Toro.

While the campaign received positive reception and relative success in its first year, overall brand awareness decreased due to Cub Cadet's paid media investments falling well below their competitors. And with year-over-year budgets projected to shrink again, Cub Cadet was looking for a way to make its...

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