Challenge
Marshalls Always Green artificial grass is a superior product to its competitors. However, as is often the case with similar products in a category, the superior features are not always strong enough in themselves to attract new customers away from their existing brand choice.

Solution
To gain awareness and traction we pushed the brand outside of category norms. Our approach was to wittily point out that the Marshalls product was superior to draw customers into a conversion about their product choice and get Marshalls greater share of mind, on the short-list and ultimately leading to greater sales.