From the very beginning, we embraced being unconventional in the artificial grass business. When people hear “fake grass man,” their eyes might glaze over. But mention our hairy green vans, and suddenly, it clicks! People exclaim, “Oh, yeah, is that you?!”. This wasn’t accidental; it was guerrilla marketing that truly paid off. We weren’t afraid to be a maverick in an undiscovered niche, seeing skepticism as motivation.
Our fleet of vans and lorries became our mobile advertising hoardings. Initially, they were just green with a logo. But we soon gave our fitters artistic freedom, resulting in personalized vans with flags and unique designs that are instantly recognizable. We even received the ultimate compliment: competitors blatantly copied our idea, with one UK franchise rolling out a grass-covered fleet after seeing ours. We’ve covered everything from tipper vans to golf carts and mini diggers. It’s been great fun to do, and the public reaction is priceless, eliciting smiles, waves, and constant photos.
Show gardens at Bloom, Ireland’s answer to Chelsea, became our main stage. We aimed not just for medals, but to entertain and educate the public. Our ‘Alice in Wonderland’ garden allowed visitors to walk through, surprising judges with its interactivity. The ‘Secret Life of Pets’ garden featured a disappearing swimming pool that drew spontaneous applause every few minutes, captivating crowds. Our ‘Upside Down Garden’ was pure defiance, with no plants and an acrobat hanging upside down to illustrate the concept. This bold statement delighted crowds and was designed specifically as a photo opportunity, earning us front-page news.
Beyond the physical displays, we dove into the digital world. Our YouTube channel boasts hundreds of videos, some with over a million views, including time-lapse footage of our show gardens. We turned a local landmark, the Naas Ball, into a viral hit by creating a replica and staging its “theft” online, which local newspapers enthusiastically covered. We create hairy green doormats from offcuts, giving them away or selling them as a cheap goodwill gesture that sparks conversations at people’s front doors. We even collaborated with famous comedians for entertaining, on-message videos. Strategic sponsorships, charitable donations, and running “Worst Garden in Ireland” competitions (even on national radio) ensured constant media attention and public engagement.
Our philosophy is simple: make people laugh and challenge their perceptions. By being bold, creative, and a little rebellious, we built a highly visible brand. We proved that innovation, even with artificial grass, could capture the public’s imagination and redefine an industry. It’s about being seen, being remembered, and turning an often-misunderstood product into something engaging and fun. We put the “art” back into artificial grass.