Preen - End the Fight
Preventing weeds, preserving sanity.
How did Planit outwit weeds and save weed-weary gardeners with humor?
Client Challenge
Preen needed to stand out in a crowded weed-control market dominated by short-term solutions like sprays. The challenge: show gardeners that prevention—not fighting—is the only way to win the war on weeds.
Planit's Solution
Everyone fights weeds. Even judges, golfers, and cowgirls. No garden is safe. And it doesn’t matter if you’re pulling, spraying, or smashing them repeatedly with a cartoonishly large gavel, when you fight weeds the weeds win.
With this campaign, we show exactly what you’ll be missing when you switch to Preen Weed Preventers. Which is to say, all the time spent fighting weeds.
Campaign Creative
A golfer, a judge, and a cowgirl walk into a garden… No joke, to stand out in the crowded weed control space, we took everyday characters and dialed their struggles up to comedic proportions. All to hammer home: preventing weeds beats fighting them.
Digital Display
We utilized online banner ads to serve as standalone extensions of the campaign and bring our characters to life wherever gardeners shop online. Because you can’t escape the truth. Fighting is not the way to win this backyard battle.
Social
We smashed, dug, and yanked out all the stops, amplifying the comedic spirit of the campaign through a robust social campaign. Carousels, stills, videos, reels—our media team optimized them all to reach the right targets before weeds started taking over.
Website
Ironically, brick-and-mortar stores are overcrowded with weed control products (mostly sprays that only temporarily stop the problem). So we took the campaign to Preen’s site and made it easy to learn about and shop Preen Weed Preventers.
Retouching
We had three custom-built sets, three amazing actors, boatloads of weeds, and a whole bunch of props to bring to life in a wide variety of photos. Our in-house retouching team worked their weed-whipping magic to take it all to the next level.
92% Increase
Organic Search
99% VCR
Connected TV
(+4% to goal)
0.67% CTR
Display Banners
(+148% to goal)
40M+
Overall
Total Impressions
