In Central Virginia, the Yard Works name is mulch. More specifically, Yard Works has achieved a sort of brand equity in Richmond, Charlottesville, Williamsburg, and Newport News. Brand equity is that wonderful thing that happens when you ask for a Kleenex instead of a tissue, or a Coke instead of a soda. Yard Works means landscape supplies in Virginia.
As one of Madison+Main’s earliest clients, Yard Works started with one location in rural Skinquarter, Virginia and now boasts eight retail locations in addition to its three operational sites. Since 2008, Madison+Main has provided the landscape services company with a broad range of brand, marketing, and public relations services, allowing them to expand their retail product offerings and emerge as the market leader in the landscape supply industry.
Along the way we created a very positive, affable brand persona, “The Weekend Warrior.” Yard Works’ print, digital, and TV campaigns feature an “Everyman” character who attacks his yard work with military-style gusto, even getting the entire family into the act. When The Weekend Warrior was introduced in 2012, it won two Telly Awards, including a bronze award and a People’s Telly (awarded through thousands of online votes nationwide.) In 2013, Weekend Warrior 2 earned the prestigious Silver Telly Award and in the fall of 2015 we introduced the long-awaited “Weekend Warrior Princess.” Throw in a couple of Richmond Ad Club awards for direct mail design and Best Online Video, and you can see why Yard Works is one of our favorite clients. They give us the freedom to create great work for them, and that great work pays dividends.