This fall, the professional-grade outdoor power equipment brand is bringing back its eccentric, yard-obsessed character for a new campaign from creative AOR Cramer-Krasselt (C-K), tackling everything from the proper protocol for loaning out your tools to what qualifies as acceptable yard decor.
The campaign includes four :30 spots. In “Loaning Tools,” Branch tackles the delicate etiquette of loaning out your ECHO battery-powered tools, including whether it’s acceptable to negotiate an exact date and time for their return. “Woodland Creatures” shows Branch welcoming all the animals and creatures that have come to appreciate his well-maintained yard. In “Topiary,” Branch acknowledges there’s a time and place for abstract art. His yard isn’t it. Armed with an ECHO hedge trimmer, he makes his point by taking down a swan topiary. “Kids Toys” features Branch reflecting on how children are life’s greatest gift while putting an ECHO leaf blower to work clearing their toys from his yard.
“ECHO has always understood that the people who care deeply about their yards care just as much about the tools they use,” said Nadia Burke, Director of Marketing at ECHO. “Branch gives us a unique way to celebrate that passion and build a deeper connection, showing that ECHO doesn’t just make professional-grade outdoor power equipment, but truly understands what drives Yarders.”
Rather than relying on conventional product demonstrations, the campaign highlights specific, relatable truths about “Yarders,” the people who take tremendous pride in their yards. Branch feels less like a spokesperson talking to Yarders, and more like a Yarder himself.
“Branch Yarderman is the yardiest yarder out there. He has strong opinions, questionable wisdom, and a devotion to the yard,” said Todd Stone, Executive Creative Director at Cramer-Krasselt. “We keep discovering new corners of his worldview. There’s always another unwritten rule of yarding for Brand to uncover, and another reason for Yarders to recognize a bit of themselves in him.”
The latest work continues ECHO and C-K’s Branch Yarderman campaign, which introduced the character in 2025 as a social-first extension of the broader “We Are Yarders” platform. Branch was quickly adopted by Yarders, with his social campaign performing 6x better than Meta benchmarks.
The campaign goes live today on TV, including during MLB, the World Series, and ESPN SportsCenter, and across YouTube and Social.
