The challenge
The Grass People is one of the UK's leading online grass seed specialists, founded in 2015 on the idea that high-quality lawn seed should be easy to find and buy online. The business has since grown into a full lawn care destination, offering grass seed for every soil type and use, wildflower mixes, seasonal fertilisers and expert growing guidance to homeowners, landscapers, groundkeepers and equestrians alike.
Not every brand needs coverage all year round and lawn seed is a prime example. The Grass People typically takes a break over winter, returning to us in February to launch its spring campaigns and running with us right through to autumn.
Our approach
For the last three years we've built seasonal campaigns around the topics that matter most to lawn owners at each point in the calendar - from sowing advice in spring and fixing heatwave stress in summer, to what to do when the weather turns in autumn.
This rhythm has positioned The Grass People as the authoritative voice in the space, with journalists coming to us directly for expert comment, alongside a dedicated backlink campaign to boost the brand's domain authority, searchability and overall SEO performance.
The outcome
Across our three years of seasonal campaigns, The Grass People has secured 1,600 pieces of coverage, reaching an audience of 15.2 million and generating 2,300 brand mentions. That coverage has run in major titles including Homes & Gardens, The Telegraph and Ideal Home, delivering both national visibility and a steady stream of high-quality backlinks that strengthen the brand's search performance year after year.