For Yates, we behave like a big agency. Working across multiple products and sub-brands to help the business grow. Here are just some of those campaigns.
Please see below work for details
Yates had a brand problem. Everyone knew and loved Yates' products, but the Yates name itself? Crickets. And when folks did recall Yates, they'd picture it pottering around in retirement villages. So we needed to give Yates a youthful makeover. Our mission? Turn Yates from a gardening grandpa into the hip, green-thumbed guru next door.
Gardens aren't just plots of land - they're personal paradises, big or small. We decided to throw a celebration for every patch of green out there. From windowsill herb gardens to sprawling backyards. Our mission was to show that whether you're tending to a tiny balcony or a vast lawn, your outdoor space is way more than just a garden.
The post-campaign research delivered strong validation of our approach. The Yates Masterbrand campaign performed notably above industry benchmarks for enjoyment, significantly enhancing brand appeal among our target audience. Most importantly, the data showed a meaningful shift in perception, with respondents indicating they now think differently about Yates.
Strategy, Creative & Production: New Colony
Producer: Paul Friedmann
Production Company: Ruckus & Exit Films
Director: Justin McMillan
Most people think they have lawn care in the bag. A bit of rain or a splash from the hose, plus the occasional mow, and voila - green grass! But here's the kicker: they have no clue they were actually short-changing their lawns. We needed to wake them up to the fact that lawns are hungry creatures, craving more than just water and a trim.
Our breakthrough? Talking lawns. By giving lawns a voice, we could create amusing conversations between lawn owners and their lawns. This approach transformed the standard dry lawn advice into a more memorable message. The campaign ran across TV, radio, billboards, social media, and magazines. Suddenly, lawns everywhere were speaking up about their nutritional needs.
The Yates Weed'n'Feed campaign exceeded expectations in market performance. Research confirmed strong audience enjoyment and revealed a significant shift in product perception. Most notably, consumers reported that our messaging delivered fresh information that stood apart from typical garden product advertising. This distinctive approach successfully cut through the category noise and delivered meaningful engagement with our target audience.
Strategy, Creative & Production: New Colony
Producer: Paul Friedmann
Production Company: Ruckus & Exit Films
Director: Justin McMillan
We realised the weed killer market was like a forgotten garden tool - only remembered when urgently needed. Consumers were stuck in their ways, reaching for familiar brands out of habit rather than loyalty. Our task? To plant Yates firmly in people's minds before weeds even dared to sprout. We needed to make our eco-friendly solution stand out in a sea of functional sameness.
We kicked things off with a simple battle cry: 'Stop weeds from invading your space!' But how to make it stick? Enter 'McThistle', our cheeky animated weed ringleader. This prickly character was always on the lookout for fresh gardens to conquer, becoming the perfect visual reminder that weeds are perpetually plotting their next move. McThistle brought a face to the faceless enemy, turning the fight against weeds into a playful, ongoing saga that gardeners could rally behind.
Strategy, Creative & Production: New Colony
Producer: Paul Friedmann
Production Company: Ruckus & Exit Films
Director: Justin McMillan