Homeowners often have a deeply personal relationship with their backyards. As winter turns to spring, people across and beyond the U.S. are starting to get back outside, preparing their favorite spaces for the warmer months.
As spring hits the Northern Hemisphere, ECHO, the professional-grade outdoor power tool brand, has launched a new creative campaign centered on people who have a deep connection to their yards: “Yarders.”
Developed in partnership with ECHO’s creative agency of record, Cramer-Krasselt (C-K), “We Are Yarders” doesn’t just advertise products; it names and celebrates a subculture, a community of outdoor enthusiasts who take pride in every hedge trimmed and lawn stripe perfected. Three :30 spots frame up the campaign.
“The ‘Yarders’ campaign recognizes the passion ECHO’s customers have for all things yarding,” said Todd Stone, Executive Creative Director at Cramer-Krasselt. “We saw a movement happening — homeowners proudly sharing their law stripes, hedge work, and weekend projects — but they had no unifying identity. So, we gave them one. When people see the campaign, we want them to recognize a community and say ‘Hey that’s me. I’m a Yarder, too.’”
“Why Do We Yard” celebrates Yarders, who spend their weekends and days off “deep in the weeds.” They seek edges that are straighter and box woods that are boxier, using ECHO Outdoor Power Equipment to uplevel their oases. “For Pros Who Yard” targets professional Yarders, the grass-stained, sunburned lucky ones leave the world cleaner and prettier than they found it with the help of ECHO’s professional grade equipment. “Lovers of Yards” serves as a rallying cry for Yarders of all types, those people who see possibility where others see chores.
“For years, ECHO has been known for our professional-grade tools, but this campaign unites creativity and strategic insights to allow us to connect with homeowners on a more personal level,” said Nadia Burke, Director of Marketing at ECHO. “Whether you’re a landscaper shaping outdoor spaces or a homeowner perfecting your lawn, our mission is to power your passion — because great yards start with great tools.”
The campaign goes live today, March 27 across TV, digital, and social.
