Canopy Lawn Care
With Love, The Lawn
Focuses on the sentimental value of the family lawn to encourage customers to take care of theirs. Target Audience: New home owners, young families
Broadcast/radio 60 sec spot | voice-over of AN elderly man
Dear Tim,
Yesterday I saw Maggie and Elliot packing up your camper, and for a moment, it felt like any other weekend. You all were probably just headed out for a short camping trip in the mountains. Come Monday morning I’d see you out by the mailboxes with a new cap on and a climbing story to share. But I guess the U-Haul in your driveway today should tell me it's time to face reality; It’s hard to believe you’re really leaving.
I remember when you and Rachel first moved into the neighborhood. Not a week into moving here, you two were already shoveling out monkey grass, determined to start your vegetable garden in time for tomato season. Before Elliot came along, those tomato vines were Rachel’s true pride and joy. I knew that trellis would do the trick!
And then after a couple of years, once you guys got settled with Elliot, you really started to shine around here and amazed me with what all you took on. Your cookouts have been the talk of the neighborhood every summer. Before you guys came along, I hadn’t seen this community get together like that in ten years.
You and your family gave this old timer the breath of fresh air I so desperately needed when you moved here, and your friendship has meant more than I'll ever be able to express. From backyard baseball and waterslides to scraped knees and broken hearts, thank you for letting me into your lives, even when things weren’t perfect. Soon you’ll leave, and for a while, it’ll be pretty lonely around here. A new family will come along, and they’ll be nice enough—they always are. But it won’t be quite the same.
With love, The Lawn
TAGLINE/CTA options:
Treat your lawn with care — it’s practically family. Not sure how to start? Canopy can help.
You build a life on your lawn—why not take care of it?
Whether you realize it or not, your lawn is a part of your legacy. Treat it with care!
Social Media engagement:
OPT 1: #lawnlegacy: What’s your lawn legacy? (Encourage viewers to share family traditions or activities they enjoy on their lawn. A focus on memories made on your lawn to drive brand engagement, emphasize the why behind lawn care, and highlight Canopy’s family-first mission.
OPT 2: #loveyourlawn or #lawnlove: A chance for customers and prospects to show off their lawn care skills with a prompt to share photos or explanations of their lawn maintenance routines. This approach could end with a call to action, including how to get a quote from Canopy or linking to a Canopy content on best practices for lawn care.