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Client Challenge

Create an Innovative New Product For Strategic Brand Growth

A leading lawn and garden products company sought to differentiate themselves from their lower cost, private label competitors and others by launching a new ultra premium line of seed.

The client enlisted the help of Orrington to create the new innovative product concepts, with launch direction, including:
  • How to position this new, higher priced premium product relative to lower cost rivals.

  • Establishing optimal quality cues related to packaging and ingredients to indicate superior product.

  • Aid in the branding architecture of the overall Scott’s product line-up, including ultra premium, premium and store level branded products.
Business Results
Scotts Miracle-Gro launched EZ Seed into the market.

In its first year release, EZ Seed led to a 70%-plus increase in consumer purchases of lawn-patching products, within the markets it was introduced.

Through this product innovation, Scott’s gained a strategic advantage over its competition by being first to market an ultra premium grass seed.

Scotts CEO, Jim Hagedorn said:

“The launch of EZ Seed was such a success this year that at times we had to scale back our advertising because we couldn’t make the product fast enough to keep up with consumer demand.”