True Value Named Official ‘Sponsor of Grass’ in New Spring Campaign

True Value has announced it is the official “Sponsor of Grass” this spring season. This humorous nationwide campaign is designed to bring customers to their local True Value while reinforcing the brand as a home and garden destination.

The campaign includes billboards on trucks in True Value’s hometown of Chicago displaying cheeky, attention-grabbing headlines like “Kick your grass into sponsor-worthy shape.” True Value also plans to share a series of humorous lawn-themed content on Instagram and Facebook.

True Value is partnering with SB Mowing, a lawn care digital creator, for the Sponsor of Grass Campaign. SB Mowing (Spencer) turned his lawn‐care business into a massive social media brand known for mowing overgrown yards for free and helping people in need, building an audience of more than 20 million followers.

Participating True Value stores will receive turnkey in‐store window banners, endcaps and bag stuffers to extend the campaign experience in store aisles.

“Owning our role as a lawn and garden destination as the Official Sponsor of Grass reminds customers that True Value is the trusted partner to get their homes and yards ready for warm weather,” says Allison Flatjord, executive vice president of marketing and e-commerce. “This campaign sparks curiosity, turns heads and leads people to True Value for their lawn needs. We’re excited to own spring like never before and support our retailers with a campaign that engages communities and drives real foot traffic.”